ADVANCED TYPOGRAPHY ✿ TASK 2: KEY ARTWORK & COLLATERAL ✿
ADVANCED TYPOGRAPHY ✿ TASK 2: KEY ARTWORK & COLLATERAL ✿
13.09.23 - 15.10.23
week 5 - week 7
✿ TAN JIA JIA 0350577 ✿
Bachelor of Design (Honours) in Creative Media
✿ LECTURE ✿
Please refer
Task 1.
✿ INSTRUCTION ✿
Figure 1.1 MIB of AdTypo
✿ TASK 2A: KEY ARTWORK ✿
1.0 RESEARCH
In this task, the central artwork is a wordmark or lettering that serves both
as an identifier and as a form of artwork. It not only represents a person but
can also be used as a decorative element on items like lapel pins, T-shirts,
or posters (collateral). Additionally, this key artwork can be deconstructed
into individual shapes, allowing for the creation of dynamic patterns that
preserve and enhance its visual identity.
Figure 2.1 Reference from the Internet
In this particular context, my inclination lies in crafting a logo that exudes
a sporty aesthetic. To align with this preference, I've chosen to incorporate
my name, "Jia," into the design. Adhering to the stipulated requirement for a
four-letter word, I've creatively added extra "a" letters to my design.
Consequently, the logo I've decided upon proudly features the combination
"JIAA." This choice not only meets the design criteria but also conveys the
dynamic and energetic qualities commonly associated with sports branding.
2.0 SKETCHES
Figure 2.2 Sketches
Once I've established my positioning, using Procreate to sketch out my ideas
is a great approach. I want to combine these four letters, which is an
intriguing design concept. With Procreate, I can easily experiment with
various arrangements to discover the most suitable design layout. This
sketching phase helps me explore and refine my concepts further before diving
into the actual design.
3.0 DIGITALIZATION
Figure 3.1 Printed Outcome
In class, Mr. Vinod instructed us to print out the outcomes we had produced so
that he could provide feedback through hard copies of the work.
After receiving feedback from Mr. Vinod, I needed to make some refinements to
my final outcome. Specifically, I focused on adjusting the spacing between
each letter and smoothing out the letterforms to ensure that they met the
desired standards and looked satisfying.
FINAL OUTCOME
Figure 3.2 Final Outcome in JPG
Figure 3.3 Final Outcome in JPG
Figure 3.4 Final Outcome in PDF
✿ TASK 2B: COLLATERAL ✿
In this task, we are tasked with designing a set of elements, which includes an animated key artwork, a t-shirt, a lapel pin, and an Instagram account. Adhering to specific instructions and design standards is of utmost importance. Our journey begins with the creation and fine-tuning of the animated key artwork, which serves as the foundation for the entire project. Following this, we progress to design the t-shirt and lapel pin, ensuring that they seamlessly integrate with the key artwork and effectively communicate the intended brand message. Lastly, we are responsible for setting up an Instagram account, utilizing our artwork and designs to proficiently convey the brand's message and mood. Our focus remains on thorough exploration and the consistent visual and textual communication of the intended message and brand identity. The incorporation of bold and easily recognizable colors is encouraged to achieve an outstanding design.
1.0 RESEARCH
Before commencing the post-creation, I opted to conduct some research to
ensure I had a clear and well-informed understanding of the task.
Figure 4.1 Research 1
Figure 4.2 Research 2
Prior to initiating the design process, I took the proactive step of
conducting research, specifically looking for a color guide. This was in
pursuit of finding an appropriate and harmonious background color that would
best complement the overall design.
Figure 4.3 Color Guide
2.0 DIGITALIZATION
Before commencing the creation process, I began by listing all the colors I
intended to use, providing me with a well-organized palette that facilitated
the efficient use of these colors in the design.
Figure 4.4 Color
I've made the decision to position two distinct color logos in the right top
corner and left bottom corner of the design. In the left top corner, I plan
to incorporate a football as a replacement for the logo. As for the
remaining areas, I intend to fill them with my portrait and mock-ups.
Figure 4.5 Process for IG post
When working on the portrait, I found it necessary to enhance the image. To
achieve this, I utilized Photoshop to convert the image to greyscale, which
allowed for a more refined and harmonious appearance. I also took the step
of removing the background to isolate the subject. After this process in
Photoshop, I transferred the modified portrait into Illustrator.
Figure 4.6 After pasting the portrait
After completing these initial steps, I proceeded to search for a mock-up
materials on Pinterest. I then used these mock-ups as a platform to
incorporate my logo, seamlessly integrating it into the overall design.
Figure 4.7 Template from Pinterest
Figure 4.8 Template from Pinterest
I utilized Photoshop for the mock-up process, allowing me to seamlessly
integrate my logo and other elements into the design.
Final Outcome
Figure 4.9 Post on Instagram
Figure 4.10 QR code of my Instagram
3.0 ANIMATION
Figure 4.11 Animated logo
Final Outcome
Figure 4.12 Final Outcome
✿ FEEDBACK ✿
Week 5
General Feedback: During this week, there wasn't much general
feedback provided. The emphasis was on executing the design properly using
the chosen letters. Additionally, we were instructed to print out the
design in landscape orientation.
Specific Feedback: Mr. Vinod mentioned that the strokes in my
design aren't smooth enough. He suggested that I should make them smoother
and rounder to enhance the overall appearance.
Week 6
General Feedback: To expand the design further, it's important to
do more than simply paste the key artwork. You should consider using bold
and easily recognizable colors rather than pale or subdued shades. This
will help make your design stand out and grab attention effectively.
Specific Feedback: Is it okay to have just black, white, and red.
While this palette can work, it may be somewhat limited. Mr. Vinod
suggested incorporating some light grey, which could enhance the overall
design and make it more versatile.
Week 7
General Feedback: You can upload an animation GIF to an Instagram
post by opening the Instagram app, creating a new post, selecting your GIF
from your device's gallery, adding a caption and hashtags, and then
sharing your post.
Specific Feedback: Try not to overload the design with your own
logo, and when using images of items, avoid placing them in the center of
two consecutive pictures.
✿ REFLECTION ✿
Experience
Task 2 presented a challenging journey marked by initial confusion and
setbacks. Procrastination and unexpected obstacles led to last-minute
work, creating a frantic pace. The unique requirement of designing using
the four letters of the name, "JIAA," in my case, added complexity. The
most daunting aspect was designing the key artwork, primarily due to a
lack of initial direction stemming from missing Mr. Vinod's briefing.
Seeking guidance from peers was crucial in understanding the task's
intricacies. This experience underscores the importance of time
management, preparation, effective communication, adaptability, and
resourcefulness when faced with unexpected challenges in design work. It
ultimately transformed into a valuable learning experience for future
projects.
Observation
In my observation, Task 2 unfolded as a demanding design experience
characterized by initial confusion and unforeseen hurdles. The unique
requirement of utilizing a specific set of letters for design introduced
complexity, pushing for creative problem-solving. Designing the key artwork
emerged as the most challenging aspect, exacerbated by the absence of
initial instructions and the need to seek guidance from peers. This task
underscored the significance of time management, preparation, adaptability,
and effective communication in design work, offering a valuable learning
experience for upcoming projects.
Finding
In this task, I learned that it's crucial not to leave everything until the
last minute and that it's best to attend classes regularly to avoid missing
out on important information. Additionally, this task provided insights into
what's required for logo design, emphasizing the need for creativity and
simplicity. I also discovered that repetitive use of a wordmark expansion
can diminish its impact. Overall, this experience underscored the
significance of design in conveying a brand's narrative and values while
offering opportunities for personal and professional growth.
✿ FURTHER READING ✿
Figure 5.1 Love Design Love
"Logo Design Love: A Guide to Creating Iconic Brand Identities" is a highly
regarded book by David Airey that provides valuable insights into the world
of logo design. It's a comprehensive guide for designers and anyone
interested in understanding how to create iconic and effective brand logos.
Figure 5.2 Logo Design Love
Logo Design Fundamentals: The book starts with the basics, explaining the
core principles of logo design, including typography, color, shape, and
symbolism.
Case Studies: Airey includes numerous real-world case studies, showcasing a
variety of logo designs from different industries. These case studies help
readers understand how the concepts discussed in the book are applied in
practice.
Creative Process: The book delves into the creative process of designing a
logo, from the initial idea to the final product. It discusses
brainstorming, sketching, and digital design techniques.
Typography in Logos: Typography is a significant aspect of logo design, and
this book provides insights into choosing and customizing typefaces for
logos.
Color Theory: Airey explains the psychology of color and how to use it
effectively in logo design to evoke specific emotions or convey brand
messages.
Practical Tips: Throughout the book, you'll find practical tips and advice
on working with clients, presenting design concepts, and refining your logo
designs.
"Logo Design Love" is well-regarded for its accessible writing style,
practical advice, and the wealth of visual examples it provides. It's an
excellent resource for both beginners and experienced designers looking to
enhance their logo design skills and create memorable brand identities.
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