Advanced Typography - Task 2: Key Artwork & Collateral
15/5/2024 - 29/5/2024 (Week 4 - Week 6)
Aisya Diva Anwagodsa (0365505)
Advance Typography/Bachelor of Design (Hons) in Creative Media
Task 2/Key Artwork & Collateral
JUMPLINK
LECTURES
Week 6 - Perception & Organization
In typography perception is: visual navigation and interpretation of the reader via contrast, form organization of the content (content: Textual, visual, graphical, and color).
Contrast:
In typography, contrast is needed to separating different types of information. There are several methods to create contrast in typography, the example of contrast by Rudi Ruegg can be seen in picture below.
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| Fig. 1.1 Contrast by Rudi Ruegg (20/6/24) |
Contrast based on Dair's perception:
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| Fig. 1. 2 Contrasts by Carl Dair (20/6/24) |
- Size: Provides a point to which the reader's attention is drawn. The example is when we read our eyes will notice the bigger font, that is why headlines are created in bigger size, to grab reader's attention.
- Weight: Describes how bold type can stand out in the middle of lighter type of the same style. Heavier weight have a power point of visual attraction or emphasis.
- Form: Distinction between a capital letter and its lowercase equivalent, or a roman letter and its italic variant.
- Structure: Different letterforms of different kinds of typefaces.
- Texture: Putting together the contrast of size, weight, form, and structure, and applying them to a block of text on a page.
- Direction: By turning one word on its side can have a dramatic effect on a layout. Text blocks also have their vertical horizontal aspects of direction.
- Color: Using color is suggested to create contrast, cause it's often less emphatic in value that plain black on white. It is important to consider which element that needs to be color or emphasized.
Typography ('typos' (form) 'graphis' (writing)) means to write in accordance with form, and has functions to:
- represent a concept.
- to do so in a visual form.
Example of form and communication in design:
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| Fig. 1.3 Posters From Dumbar Studio (20/6/24) |
Organization / Gestalt:
Gestalt from german word (thing has been placed of put together). The psychology of this word is an attempt to understand the laws behind the ability to acquire and maintain meaningful perceptions.
Gestalt Theory: emphasize that the whole of anything is greater than its part (based on the idea that we experience thing as unified whole).
Perceptual Organization / Grouping:
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| Fig. 1.4 Gestalt Principles (20/6/24) |
- Law of Similarity: Gestalt grouping that elements that are similar to each other tend to be perceived as a unified group. This can refer to color, orientation, size, and motion.
- Law of Proximity: Grouping elements that are close to together.
- Law of Closure: Refer to mind's tendency to see complete picture, even the picture is incomplete.
- Law of Continuation: Holds that humans tend to perceive each of two or more object as different, singular, and uninterrupted object even when they intersect.
- Law of Symmetry: Gestalt grouping law that states that elements that are symmetrical to each other tend to be perceived as a unified group (Gestalt Laws: Law of Symmetry, n.d.).
INSTRUCTION
Task 2A
Brief:
Explore and compose as many permutations and combinations of your name in the form of a wordmark/lettering. The final key artwork must be an elegant solution, well balanced and composed, not complicated or confusing that leads to a functional and communicable key artwork. This key artwork will subsequently be used in Task 2(B) collateral. Task 2(A) and 2(B) will require you to explore the boundaries of typographic communication using the knowledge gained from all modules not withstanding this semester’s exercises of Typographic Systems and Type & Play. Synthesis the knowledge and create a key artwork that excites and memorable.
Process & Ideation:
Before starting the logo ideation, I created mind map about myself, so it will be easier for me to find what kind of style that I want to use in my design.
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| Fig. 2.1 Mind Map (21/5/24) |
Honestly, I don't have any idea what to put and how mind map can help me in this task. I'm just clueless, so I put everything about me and the conclusion is I am a person that is still struggling to find or decide what I desire in life, but I'm pretty chill and very grateful with what I am, so I was thinking that bubbly (because I'm chill) or something simple would fit me.
Ideation:
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| Fig. 2.2 References (19/5/24) |
I did a lot of research on Pinterest, mostly I searched logos that have bubbly vibes or the opposite, something that looked rigid and minimalist. For the color preferences, I liked bright color but at this moment I'm still focusing on the ideation and sketching.
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| Fig. 2.3 Sketches (19/5/24) |
- I came up with some sketches, at first, it was hard for me to find a design that represent myself, but I had an idea to use my name Aisya, and change the spelling into eyesha, because it sounds the same.
- Second sketch was inspired by Korean/Japanese stamp, I like the letters that looked compact and fit perfectly with each other, so I want to try it on my name, but at this point I don't think I can pull that style :( because the result is not like what I imagined.
- Third idea has same concept, but I don't want to make it looks like stamp, but I think it's not good enough, because the letter placement was not the best, people might guessing what my logo says.
- Fourth idea, I came up with the idea of using maze as an inspiration and it has similar vibes with 3rd and 2nd idea, The reason why maze, it's because we might get lost and choose the wrong path, but as we failed we also learn from those mistake so we won't do the same thing and focus to find the right path and achieve our goal, for me it's relatable and I like that idea.
After doing rough sketches, I started to digitize it and came up with picture number one, after showing my logo to Mr. Vinod, he said that I should re-arranged the letters, because it maybe hard for strangers to read my logo correctly. Based on the feedback, I started find my path and begin to revise my work.
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| Fig. 2.4 Digitized Sketches & Revision Process (19/5/24 - 27/5/24) |
Description:
- Picture 1: First Attempt
- Pictures 2 - 3: Trial
- Pictures 5 - 6: Final design (still need revision)
I did another experiment with the style and change the name, because I find it hard to use 'AISYA' as a logo, of course the trial and error process helped me to figure out which logo is the best. I also asked some strangers to read logos that I've made, I was hoping that people can read the second logo, it supposed to read as 'ANWAGODSA', but all of them read it wrong, so i should gave it up T-T (but that was my personal favorite). Finally I came up with the fifth logo and I think it worked, because people can read it properly and I like how it turned out. Mr. Vinod also gave me feedback to revise the counterspace, and to make revision process easy I marked some parts that I need to fix (Picture number 6).
Final Result Task 2A:
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| Fig. 2.5 Black wordmark on white background (6/5/24) |
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| Fig. 2.6 White wordmark on black background (6/5/24)
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| Fig. 2.8 Wordmark in Actual Colors on lightest shade of color palette (6/5/24) |
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| Fig. 2.9 Wordmark in lightest shade of color palette on darkest shade of color palette (6/5/24) |
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| Fig. 2.10 Wordmark Animation GIF (21/6/24) |
Task 2 B
Continuing task 2 A, students were told to expand their logo and apply their design on a brand. When creating brand identity, students need to make sure that the brand identity match with the logo. Mr. Vinod said that we can use one letter or one iconic item from out logo as a part of our brand identity, he also gave us a website where we can explore and look for inspiration for this task.
Process
On the first attempt, I decided to go with clothing line for my logo, I decided to use repetition for my brand identity, I also use letter 'A' from my logo as a symbol. I used 4 items for my Instagram feeds, the items I used mostly are fashion items like jacket, tote bag, t shirt and a cap. I also decided to create replication of a maze for my feeds, it is because my logo was inspired by a maze.
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| Fig. 3.1 Feeds & Designs (15/6/24) |
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| Fig. 3.2 The Whole Work On Adobe Illustrator (21/6/24) |
After done with the collateral, I continue to animate my logo, I was confused at first the look up for some tutorials and came up with simple animation.
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| Fig. 3.3 Animation On After Effect (21/6/24) |
I use stroke mode to create handwriting animation and giving a touch of rough edge so it looks like the logo was written by chalk. To show the real logo, I'm using morph effect that transform the handwriting version into digital version, I also added distortion (some kind of wavy effect and blurry) to create variation into the morph transition.
Final Result
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| Fig. 3.4 Instagram Screen Grab (21/6/24) |
Click HERE to go to my page
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| Fig. 3.5 Final Identity Expansion (21/6/24) |
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| Fig. 3.6 Collateral 1 JPEG (21/6/24) |
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| Fig. 3.7 Collateral 2 JPEG (21/6/24) |
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| Fig. 3.8 Collateral 3 JPEG (21/6/24) |
FEEDBACK
Week 4
General Feedback: The work should represent your personality.
Week 5
Specific Feedback: Try to turn the meaning into positive meaning, and figure out the arrangement of the letters (make sure it is readable).
Week 6
General Feedback: When creating the brand identity, make sure that it fits the logo.
Specific Feedback: The counterspace is not the same, make the logo looked unbalanced.
Week 7
Specific Feedback: Too much repetition, causing confusion.
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REFLECTION
REFLECTION
Experience:
In exercise 2, I learned endlessly about typography and the function of typography itself. I entered a period where I had to rely on my design skills and thinking to create a good logo. Of course I had some difficulties, but it was all worth it in the end and this experience taught me not to stay in my comfort zone and try something new.
Observation:
This task has another difficulty level, because I had to differentiate what is what you want and what is decent to be present to your client. Maybe I should deepen my understanding. Beside that, I found that creativity took an important role, because to expand your Idea, you have to use your creative thinking skill, and again research. I also trying to pay attention more to my surrounding (especially logos) because it could gain your knowledge and somehow strengthen your ability to gain information (some kind of photographic memory).
Findings:
Trial and error is the most important process during this task (every task actually), also create more variation of design so you could have more option to offer, and enlarge the opportunity to get the result that you want. Overall, among all of the things that I mention, I always find that exploration and reading (if you don't like reading just go and look at pictures or design) are important and they are fabulous!
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FURTHER READING
FURTHER READING
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| Reference: David Creamer 2003 |
Reading certain part of this book which is 'Special Styles', that I think is very interesting. This part talking about how typography in computer could give a person difficulty and ease at the same time. For example, who thought that underline could be an issue, according to this chapter this underline is not good because it is too close, so what is good then?
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| Fig. Page 9 (19/6/24) |
The picture above is the example of a good underline. One thing that I don't understand about this chapter was, the fact that I'm so invested that this underline is not a good example of underline. While another information is just disappear from my brain after I read it. I hope that they have more reason with specific criteria of a good underline. As now, students already started doing task 3, so I think it would be good to know not only the structure but some fun facts about letters, I like that this book also provide a trivia about letters that we don't know before, it gave me experience of reading a funny story (I don't know why I felt that). I hope, one day all of the things that I learned and read will be useful.
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