ADVANCED TYPOGRAPHY TASK 2 : KEY ARTWORK AND COLLATERAL
06.05.2022 - 04.06.2022 | Week 6 - Week 10
Ng Wai Fern | 0354966
Advanced Typography | Bachelor of Design in Creative Media
Task 2
LECTURES NOTES :
All lecture notes are completed in TASK 1 : EXERCISE 1 & 2
INSTRUCTIONS :
TASK 2 : KEY ARTWORK AND COLLATERAL
TASK 2A : KEY ARTWORK
For this task, we are required to use letters ( 2 - 3 letters, or more ) from our names to create a key artwork, which will behaves as a logo and artwork. This key artwork will later on be used in TASK 2B : Collateral.
IDEATION AND SKETCHES
Mr. Vinod reminded us to think of the occupation choices if we are not designers to help in coming up ideas for the key artwork. The key artwork design need to be related to the career of choice.
Occupation of choice
1. Florist
2. Cafe
3. Tattoo artist
4. Photography studio
I decided to use W and F because it was my nickname since young so I identity with this 2 letters the most. I explore with different elements and placement that represent the occupation well. With the ideas in mind. I start to sketch my ideas.
Fig 1.1 idea and sketches ( week 6 )
After having some rough idea and sketches, I start the digitize process.
Fig 1.2 Digitize key artwork ( week 6 )
After receiving feedback from Mr. Vinod, design 4 got approved and I decided to change the occupation to production studio. I also refine it and explore with some colours.
Fig 1.3 Refine monogram and colour palette (week 7)
During the refinement process, I decided to decrease the gap between the rectangle as Mr. Vinod suggested to put our monogram in a box to check the negative space. I have also decrease the width of the rectangle as I find it too wide. I explored with some colour palette and I choose some warm and cool tones. The colour that were chosen represent the lighting use in production studios.
Fig 1.4 Final key artwork - BW version
TASK 2B : COLLATERAL
For this task, we are required to design
- a poster ( A3 size )
- an animated invite 800/1024 px
- one collateral of our choice.
Fig 1.6 Poster design attempts (week 8)
For the poster, I decided to do a film festival since my occupation of choice is a production studio. I start by exploring the layout and placement for the key artwork and the information. Some of the design very repetitive and I struggled to incorporate the content with my key artwork.
Fig 1.7 Poster design choices (week 9 )
After receiving some feedback from Mr. Vinod, I decided to go with option #2 ( top right ). I rework on the layout and font as there are too many typographic system were used in the poster.
Fig 1.8 Final poster design (week 9 )
Animated invite
Once the poster have been finalized, I start working on the animated invite.
Fig 1.9 Frames created in Adobe Illustrator
To create the animation for the key artwork, I used the frame by frame method. I begin by separating the layers in Illustrator then imported them into After Effects. I took some time to animate and figure out the transition from one frame to another. Overall, it was a try and error process.
Fig 2.1 The process of creating the animate invite
Fig 2.2 The process of creating the animate invite
Fig 2.3 The process of creating the animate invite
Fig 2.4 The process of creating the animate invite
Fig 2.5 Final animated invite
Collateral
For the collateral, I decided to design a ticket since it will be a film festival. Using the poster design as reference, I design the ticket to go together with the poster design.
Fig 2.6 Final ticket design
FINAL SUBMISSION :
Fig 2.7 Final key artwork - BW version (JPG)
Fig 2.9 Final key artwork (PDF)
Fig 3.1 Final poster (JPG)
Fig 3.2 Final poster simulation (JPG)
Fig 3.3 Final poster (PDF)
Fig 3.4 Final poster simulation (PDF)
Fig 3.5 Final ticket (JPG)
Fig 3.6 Final ticket simulation (JPG)
Fig 3.7 Final ticket (PDF)
Fig 3.8 Final ticket simulation (PDF)
Fig 4.1 Final animated invite - MP4
Hours spent :
Task 2A: Key Artwork - 22 hours
Task 2B: Collateral - 30 hours
FEEDBACK
week 7
General feedback :
Create a bound box around the mark and check the negative space to make it balance.
Specific feedback :
Mr Vinod advice I should explore more on the occupation for my art studio like production studio instead of a photography/art studio.
Week 9
General feedback :
poster should be inspired by the key artwork.
Specific feedback :
Reduce point size of information texts and the font used for WOW can be similar to the title font. Layout need to be rework and need to look for better reference.
REFLECTIONS
Experience
From this task, It was a challenging and I have learned a lot throughout the process. Throughout the process, it was a fun process as I get to come up with my own logo. After so many try and error, I was able to learn from my mistakes as I work on this task.
Observations
Through this task, I learn to explore more on layouts and the importance of spacing and capital and lowercase letters. It plays a huge part in designing a poster. Besides that, I was able to learn by observing other classmates' work.
Findings
Through this task, I realised that typography plays a part in making a poster/collateral design interesting. This task also allows us to come up with different design concepts for our brands.
FURTHER READING
Typographic design: Form and communication (2015)
Typographic Design: Form and Communication, Sixth Edition is the latest update to the classic typography text that covers all aspects of designing with type. Revised to reflect the shift in graphic design conception and understanding, the book contains a brand-new exploration of typography in media versus typography in motion, and provides the latest information on emerging trends and technology in the design process.
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