ADVANCED TYPOGRAPHY / TASK 2 - KEY ARTWORK & COLLATERAL
26/04/2023 - 24/05/2023 / Week 4 - Week 8
Chew Zhi Ern / 0358995
Advanced Typography / Bachelor of Design (Honours) in Creative Media / Taylor's University
Task 2 / Key Artwork & Collateral
INSTRUCTIONS
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Task 2(A): Exercises - Key Artwork
WEEK 4
Mr. Vinod has gone through all students' type and play artwork that was posted in the Facebook group. We were asked to make a final improvement on it. Then, we were required to focus on completing our e-portfolio and working on the next task. So, he introduced the next task which is the key artwork.
Flipping through various platforms for ideas and inspiration, I found that the simple, elegant and uncluttered look really caught my eye. The style I looking for will be simple and minimalist but present an elegant look that could represent my personality. So, using Procreate and its brushes, I came up with different ideas with different letters.
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| References (30/04/2023) |
Four categories for my designs were:
- 'Y+C' - The first letter of my nickname and surname
- 'Chew' - My last name
- 'C' - The first letter of my surname
- 'Y' The first letter of my nickname
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| Initial Sketches (30/04/2023) |
WEEK 5
As Mr. Vinod said, the key artwork must contain at least three letters, so I decided to add the letter 'E' to my design which is the first letter of my given name. Therefore, after thinking about it, I finally decided to include letters including Y, C and E. Then, I started to digitalize using Adobe Illustration. In this stage, I used circles and the tools such as Shape Builder Tool to help me standardize my design digitally.
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| Digitized Key Artwork (08/05/2023) |
WEEK 6
After completing all progress for this task, the next task we were tasked to design relevant collaterals and create an Instagram account transforming the key artwork into a brand. What is expected to be completed in the next class is research visual identity applications on collateral or marketing paraphernalia.
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| Process of Exploring Possibilities (12/05/2023) |
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| Two Possible Designs (12/05/2023) |
After careful consideration, I ultimately decided to revert back to the initial design concept. Taking into account the valuable feedback provided by the lecturer, I meticulously reevaluated various aspects that required improvement, with particular attention given to refining specific details.
WEEK 7
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| Process of Finalizing (12/05/2023) |
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| Considering Every Detail Carefully (12/05/2023) |
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| The Final Result for the Key Artwork (12/05/2023) |
Task 2(B): Exercises - Collateral
The first task of the week was for Mr. Vinod to provide us with some simple solutions to Task 1. Because after his evaluation, he found that many of us were doing a good job of developing fonts, but when it came to integrating fonts with images, disaster struck. Once that was done, we moved on to the second exercise which is Task 2(B).
First, we need to use Colour Hunt to identify a colour palette which suitable to our design. A good palette has high, middle and low tones but also has contrast, is complimentary and consists of neutral shades too. After browsing through the various options, my choice is as follows.
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| Selected Palette (17/05/2023) |
Once decided, we had to introduce a primary colour in the key artwork. Present the key artwork in colour against a background colour from the colour palette that has chosen. We were also encouraged to use Illustrator's tools and features to experiment with different possibilities.
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| Various attempts in progress (17/05/2023) |
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| Final Key Artwork in black&white - JPEG Format (17/05/2023) |
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| Identify the Primary Colour - JPEG Format (17/05/2023) |
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| Added a Background Pattern - JPEG Format (17/05/2023) |
Final Key Artwork - PDF Format (17/05/2023)
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| The combination of portrait and key artwork (17/05/2023) |
- Animation
At first, I had no idea how to animate my key artwork, so I kept searching for relevant examples to gather inspiration. During the animation stage, I tried two different types of animation. Here are the results:
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| Process of making the animation using Adobe After Effects (18/05/2023) |
Animation Attempt 1 (18/05/2023)
Animation Attempt 2 (18/05/2023)
After deciding on the best variant, the second option, I added a background with a pattern that fits my key artwork as well as the design of the Instagram posts page.
Background Added (18/05/2023)
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| Final Animation - GIF Format (18/05/2023) |
Final Animation - MP4 Format (18/05/2023)
Then, I also tried adding some sound effects to the animation to make it more interesting and saved it as a video using Adobe Premiere Pro.
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| Using Adobe Premiere Pro to add the sound effects (18/05/2023) |
Final Logo Animation with Sound Effects (18/05/2023)
Youtube Link (18/05/2023)
- Collateral
After viewing various works on Instagram, I strated to simulate realistically the use of my key artwork and identity onto the selected collateral. Here are the outcome and the mockup items that I have selected:
1. T-Shirt
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| T-Shirt (18/05/2023) |
2. Beret Hat
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| Beret Hat (18/05/2023) |
3. Glass Bottle
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| Glass Bottle (18/05/2023) |
4. Lanyard
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| Lanyard (18/05/2023) |
5. Phone Case
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| Phone Case (18/05/2023) |
Once the brand-appropriate collaterals were defined and adding the key artwork to it, we are required to create an Instagram account and showcase the products like an online store in action.
I first built and fumbled with the layout for the feed which was possible and effective using Adobe Illustrator.
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| Types of the Feed Layout (19/05/2023) |
I opted to use the fifth layout design after doing some research and studying a few companies' accounts on Instagram. I then incorporate my designs, including the collaterals, into the typesetting for layout.
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| Process of Arranging the Feed Layout #1 (19/05/2023) |
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| First Outcome for the Layout Design (19/05/2023) |
In order to assess the overall effectiveness, I then posted on Instagram.
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| Instagram Profile Screenshot #1 (19/05/2023) |
Apparently, I wasn't satisfied with my first attempt. So I tried yet another design.
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| Process of Arranging the Feed Layout #2 (22/05/2023) |
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| Second Attempt Outcome (22/05/2023) |
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| Instagram Profile Screenshot #2 (22/05/2023) |
According to Mr. Vinod's feedback, my work results are very unsatisfactory. So I tried and showed him again. He believed that it was better than before.
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The outcome of the Third Attempt (31/05/2023) |
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| Screenshot of the Instagram Profile (31/05/2023) |
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| IG Post 1: Bottom Half of T-Shirt (31/05/2023) |
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| IG Post 2: Label Tag (31/05/2023) |
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| IG Post 3: Beret Hat (31/05/2023) |
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| IG Post 4: Top Half of T-Shirt (31/05/2023) |
IG Post 5: Animation of Key Artwork with Sound Effects (31/05/2023)
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| IG Post 6: Quote 1 (31/05/2023) |
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| IG Post 7: Colour Pallete (31/05/2023) |
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| IG Post 8: Quote 2 (31/05/2023) |
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| IG Post 9: Glass Bottle (31/05/2023) |
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| IG Post 10: Lanyard (31/05/2023) |
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| IG Post 11(b): Key Artwork with Potrait #2 (31/05/2023) |
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| IG Post 11(c): Key Artwork with Potrait #3 (31/05/2023) |
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| IG Post 12: Phone Case (31/05/2023) |
Final Outcome - PDF Format (31/05/2023)
Final Task 2 Submission:
Key Artwork
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| Final Key Artwork in B&W - JPEG Format (17/05/2023) |
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| Final Key Artwork in Colour #2 - JPEG Format (17/05/2023) |
Animation
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| Final Animation - GIF Format (18/05/2023) |
Colour Palette
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| Selected Palette (17/05/2023) |
Collateral
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| T-Shirt (18/05/2023) |
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| Beret Hat (18/05/2023) |
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| Glass Bottle (18/05/2023) |
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| Lanyard (18/05/2023) |
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| Phone Case (18/05/2023) |
Final Collateral - PDF Format (18/05/2023)
IG handle and link
Desktop screen grab of the IG page and tiles
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| IG Page Screenshot (31/05/2023) |
FEEDBACK
Week 5
General Feedback:
A good key artwork has to be more specific which can be symbolic and represent one. They all look like a logo and are free-standing. Good balance between negative and positive space. No unnecessary use of non-objective elements.
Specific Feedback:
The first design for the 'Y+C' looks cool and is well crafted. The second design for the 'Y+C' looks like the Chanel logo. The 'Chew' logo is interesting but less readable. Logo 'C' is somehow too simple. The 'Y' logo is hard to read at first sight.
Week 6
General Feedback:
Monogram should contain three letters and above.
Specific Feedback:
The form is not consistent (sharp and curve corners, thicknesses of the strokes). The gap between them should be unified. Need to work more on the crafting. From the shape point of view, it is well balanced and there is no any issue; But I am just poor in concept.
Week 7
General Feedback:
The lecture notes should be written in our own words, providing a concise summary rather than directly copying and pasting. The animation for the Key Artwork should be concise and polished, ensuring a clean and short presentation. We must have a minimum of 3 collateral items, with a T-shirt being an essential part of the collection. We are required to establish an Instagram Account centered around the letters depicted in our key artworks. The account should be given a creative and unique name to reflect the essence of our artwork. All artboards should be in the size of 1024px X 1024px.
Specific Feedback:
The design for the Key Artwork on the left looks better.
Week 8
Independent Learning Week. No Feedback Given.
Week 9
General Feedback:
The account needs to make it look real. The Instagram bio needs to be filled according to related to our brand and is reflected in the identity as well including the choice of collateral that have used. Repeat the monogram often enough, and gradually its influence will wane. Expanding it does not imply repetition. GIF submissions are required for animation. The dominant colour and a neutral shade in the background emphasize the significance of showcasing the key artwork. The key artwork and the elements must be effectively harmonized.
Specific Feedback:
The design has gone overboard. Should not use too many illustration elements that do not match the key artwork. The identity has been diluted as a result. There's no expansion of that key element I have utilised all kinds of things that got no relationship with the key artwork which is a mistake.
REFLECTIONS
Experience:
The key art design posed a significant challenge as I aimed to strike a balance between simplicity, elegance and an appealing aesthetic. However, I found that my pursuit of simplicity sometimes resulted in a design that lacked an intriguing element. Nevertheless, this task served as an opportunity for self-reflection and self-discovery. It deepened my understanding of who I am and allowed me to solidify the characteristics I wished to express about myself to others. This process of exploration and self-reflection ultimately contributed to a more profound understanding of myself and a clearer articulation of the message I wish to convey through the design.
Observations:
I noticed the importance of conducting thorough research and seeking inspiration from others' works still plays a very important part. When creating a compelling key artwork, it is essential to combine artistic skills, design principles and a deep understanding of the product or concept being promoted. Typically, the direction and concept of a product are determined prior to the creation of the key artwork or logo design. This initial clarity establishes a solid foundation for the visual representation and also resonates with the target audience while establishing the brand’s essence (the emotions that want people to tie to the brand). However, in this specific task, our objective was to develop a monogram that represents our individual identity and personalization. I found this to be a more challenging endeavor compared to creating a logo for a product or company. The reason behind this complexity is that individuals possess a multitude of possibilities and their desired expression often delves into abstract concepts that are not easily conveyed through tangible elements.
Observations:
I noticed the importance of conducting thorough research and seeking inspiration from others' works still plays a very important part. When creating a compelling key artwork, it is essential to combine artistic skills, design principles and a deep understanding of the product or concept being promoted. Typically, the direction and concept of a product are determined prior to the creation of the key artwork or logo design. This initial clarity establishes a solid foundation for the visual representation and also resonates with the target audience while establishing the brand’s essence (the emotions that want people to tie to the brand). However, in this specific task, our objective was to develop a monogram that represents our individual identity and personalization. I found this to be a more challenging endeavor compared to creating a logo for a product or company. The reason behind this complexity is that individuals possess a multitude of possibilities and their desired expression often delves into abstract concepts that are not easily conveyed through tangible elements.
Findings:
Through this module, I gained valuable insights into the world of key artwork and collateral design. I learned how to effectively convey the essence of a product or concept through visual elements, such as composition, typography and colour. I also realized the importance of continually honing my skills and staying updated with design trends and techniques.
FURTHER READING
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| Screenshot of the Webpage - Monogram Logo Design: A Beginner’s Guide |
The website "looka.com" provides a blog post focused on monogram logo design. It explores the concept of monogram logo design, highlighting its effectiveness in representing brands or personal identities. It defines monogram logos as unique symbols created by combining initials or letters and discusses their benefits in communicating elegance and personalization.
The article dives into the benefits of monogram logos, emphasizing their ability to communicate elegance, professionalism and a sense of personalization. It discusses how monograms can condense complex brand names or concepts into a simplified, visually appealing symbol, making them memorable and versatile for different applications.
The article also provides practical tips for creating impactful monogram logos. It suggests considering the target audience, brand personality and the desired message to be conveyed. The author emphasizes the importance of sketching ideas, exploring different combinations and incorporating design elements to find the most visually appealing and meaningful representation and also to enhance the overall impact of the monogram.
Furthermore, real-life examples from renowned brands are showcased to inspire and guide readers in leveraging monogram logos to establish a strong visual identity while maintaining simplicity and aesthetic appeal that effectively capture the essence of the brand.
In conclusion, the article serves as a guide to monogram logo design, providing insights, tips and real-life examples to help readers understand and create impactful monogram logos. It aims to inspire and assist individuals and businesses in leveraging the power of monogram logos to establish a strong visual identity.
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