ADVANCED TYPOGRAPHY: TASK 2 KEY ARTWORK & COLLATERAL
20 / 05 / 2025 - 10 / 6 / 2025 (Week 5 - Week 8 )
Lai Weng Yan (0385170)
Advanced Typography | Bachelor of Design (Honours) in Creative Media | Taylor's
University
Task 2 - Key Artwork & Collateral
TABLE OF CONTENT
LECTURES
Week 5:
Lecturer 5 - Perception & Organisation
Perception
- Is the way which something is regarded, understood or interpreted.
- In typography it is deals with the reader eye and understanding through the use of contrast, structure and the arrangement of the content.
Rudi Ruegg
There are several methods in typography in contrast.
Figure 1.1 Type of contrast
Carl Dair
It have 7 kinds of contrast:
1. Size
2. Weight
3. Contrast of form
4. Contrast of structure
5. Contrast of texture
6. Contrast of colour
7. Contrast of direction
Contrast of size
- Can use to grab reader attention
- Usually use bigger headline or title
- Also can use bold or black to make a different contrast
Figure 1.2 Contrast of size
Contrast of weight
- It can make type stand out in their same style by adding them bold
- Using bold, rules, spot, squares is also can be provide a powerful point of visual attraction or emphasis.
Contrast of form
Contrast of form typeface include:
- Capital letter
- Lowercase letter
- Roman letter
- Italic variant
- Condensed
- Expanded
Figure 1.3 Contrast of form
Contrast of texture
- Apply them ( size, weight, form and structure) together to a block of text on a page
- The ways the lines of type look as a whole up close and from a distance
- Depend how they arranged and partly on the letterforms themselves
Figure 1.4 Contrast of texture
Contrast of direction
- Opposition between vertical, horizontal and the angles in between
- Mixing wide blocks of long lines, tall columns and short line can also create a contrast
Figure 1.5 Contrast of direction
Contrast of colour
- Second colour is less emphatic in value than plain black on white
- Too much colour might distract reading
- It is important to carefully choose which elements to highlight by using colour for clear emphasis
Form
- It plays a role in visual impact and first impression
- It guides our gaze from one point to another and leaves the most memorable impression in our brain
- From the Greek words "typos" (form) and "graphis" (writing), typography means to write in accordance with form
- Typography can be seen in two function such as represent a concept and to do so in a visual form
Organisation / Gestalt
Gestalt is a german word meaning the way a thing has been "placed" or "put
together"
Gestalt theory emphasizes that the whole of anything is greater than its
parts based on the idea that we experience
Perceptual Organisation / Groupings
1. Law of Similarity
2. Law of Proximity
3. Law of Closure
4. Law of Continuation
5. Law of Symetry
6. Law of Simplicity (Praganz)
The law of Similarity is similar to each other tend to be perceived as a
unified group. (Colour, orientation, size or indeed motion)
The law of Proximity is element close to each other perceived as a unified
group, also can be apart are less likely to be grouped together.
The law of Closure is the mind will see complete figures or forms even if a
picture is incomplete.
The law of (Good) Continuation is let the human eye follows paths, lines
and curves, It also can make continuous visual flow even if its formed from
broken lines over disconnected elements.
INSTRUCTIONS
<iframe
src="https://drive.google.com/file/d/1yfjd77wm8gnpI4UUsRqy--5Fz4I-OuvW/preview"
width="640" height="480" allow="autoplay"></iframe>
Task 2 - (A) Key Artwork
Week 5 Progression
I began by sketching mind map on a paper about myself such as personality,
hobby, about myself, ambition and etc. Which helped me generate ideas for my
key artwork.
1. Music, playful, flexible and open-minded
Figure 2.1 Mind map about myself. Week 5 (20/5/2025)
Figure 2.2 Sketches. Week 5 (20/5/2025)
Figure 2.3 Mood board. Week 5 (20/5/2025)
Figure 2.4 Keyword. Week 5 (20/5/2025)
After receiving feedback from the lecturer, he explained more about the
concept of the keyword. I began to understand when he meant and continued
to refine my work.
Week 6 Progression
I created a new key artwork based on my understanding and chose to
use it for my key artwork because it aligns well with my future career
ambition and the message I want to convey.
Figure 2.4 Key Artwork. Week 6 (27/5/2025)
Figure 2.6 Revise Key Artwork. Week 6 (27/5/2025)
Task 2 - (B) Key Artwork & Collateral
Week 7 Progression
I explore the characters of my Key Artwork to design patterns. I
choose to use e and g as one of my patterns because it fits with my
concept of this Key Artwork. The g is like a people and e is the mouse
that represent of me sitting in front of the computer to writing the
coding I like.
Figure 2.8 Key Artwork expansion. Week 7 (3/6/2025)
Figure 2.9 Collateral IG post. Week 7 (3/6/2025)
Revise
After receiving Mr. Vinod feedback and identifying my weaknesses, I
explored more deeply into collateral elements for my Key Artwork.
Figure 2.10 Revise collateral IG post. Week 7 (3/6/2025)
Animated Art Work
I started by brainstorming sketching my ideas on paper to plan the
animation of my Key Artwork. I want to merge the pattern and the
main design to give a coding feeling as if its unfolding on a
screen. In the end, everything will expand and reveal the full Key
Artwork by showing the final message in a meaningful way.
Figure 2.11 Brainstorming sketches. Week 7 (3/6/2025)
Figure 2.12 Process of animation. Week 7 (3/6/2025)
Animation:
Figure 2.13 Animated Key word. Week 7 (3/6/2025)
Week 8 revise
Figure 2.14 Animated key word. Week 8 (10/6/2025)
Final Submission
Task 2(A) Key Artwork:
1080px (W) x 1350px (H) , 300ppi
Figure 3.1 Black wordmark on white background. Week 8
(10/6/2025)
Figure 3.2 White wordmark on black background. Week 8
(10/6/2025)
Figure 3.3 Colour palette. Week 8 (10/6/2025)
Figure 3.4 Wordmark in actual colours on the lightest shade
of colour palette. Week 8 (10/6/2025)
Figure 3.5 Wordmark in the lightest shade of colour palette
on the darkest shade of colour palette. Week 8
(10/6/2025)
Figure 3.6 Final artwork Task 2 (A). Week 8 (10/6/2025)
Task 2(B) Key Artwork:
1080px (W) x 1350px (H) , 300ppi
Figure 3.7 Collateral - Key chain. Week 8 (10/6/2025)
Figure 3.8 Collateral - Bag. Week 8 (10/6/2025)
Figure 3.10 Final artwork Task 2 (B). Week 8 (10/6/2025)
Animation
Figure 3.11 Animation keyword. Week 8 (10/6/2025)
Instagram link
https://www.instagram.com/wengyan.design/
IG screen grab with good resolution
Figure 3.12 Instagram screen grab. Week 8 (10/6/2025)
FEEDBACK
Week 5
General Feedback
- See yourself as a designer, what do u want to do in future.
- The name what do u want to reflect in your name.
- What do u want to present that give a company to see u.
Specific Feedback
- Stand on client view to present your work, what they want to hire, what is the first impression do you want to present
Week 6
General Feedback
- Complementary colour and contrast, light and dark colour is must
Specific Feedback
- Choose proper typeface.
- G ok
- Rework e a little bit more and link it
- Don't use gill sans font. Try using font for futura, univers font to explore more font that work for me.
Week 7
General Feedback
- The more you explore and analyze, the different you adapt
- Mr. Vinod explain more about the collateral and show others working to us to get us more understanding
Specific Feedback
- Key Artwork make it more bigger
- The tag is not suitable because no one knows
- Button pattern make it more interesting
Week 8
General Feedback
- Explore expansion not to look at expansion at there
- Do mistake is a part of learning, don't worry about the grade focus on the study
Specific Feedback
- Expansion are poor and colour are good
- For animation, no need complicated do it simple example using the word e and g pixelized and the name come out.
REFLECTIONS
Experience
Designing my personal logo and branding was a challenging but valuable
experience. Brainstorming ideas was the hardest part especially deciding
what I wanted to express and how to present it to others. Although my idea
is fine but I didn't go deeper at first, after I make mistake and Mr Vinod
explain further I learn from it and understand more better that I need to
think go deep for my personal logo. I also tried animating my artwork which
was fun but I still need to improve my animation skills.
Observation
Personal logo and branding reflect a people personality that how your
client sees you, don't only think on the surface go deeper for understanding
and good colour combination can enhance the impact of design.
Finding
During the animation, I found is it difficult because I don't know how to
start or don't have the direction. After looking for reference I realized
the animation seemed simple but when I try to do, it was actually hard and
complicated.
FURTHER READING
The concept of this is to deliver the solution that truly reflection of the
brand and software to push their mobility on a global scale, clean, smarter
and more secure world on the move. It is interesting in using and movement
of the element of the branding.
Figure 4.1 KPIT
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