Rachel Yeo Rong Qing / 0368901
Advance Typography / Bachelor of Design (HONS) in Creative Media
Task 2
CONTENT
LECTURES
- Pre-recorded Lectures
Previous lectures has been done in
Advance Typography Task 1.
Week 5 - Perception & Organization
- Involved visual navigation and reader interpretation through contras, form and content organization.
- Content can be in textual, visual, graphic or color form.
* Contrast: - To make the design work and meaning pop out, clearly and unambiguously.
Fig 1.1 Sample of Contrast
⤷ Programmers and Type Design
- Size
~ Contrast of size provides a point to which the reader's attention is drawn.
~ Commonly used in making a title or heading noticeably bigger than the body text.
Fig 1.2 Sample of Contrast in Size- Form
~ Refers to the difference between uppercase letter and their lowercase letters, or between Roman letters an their italic variants.
~ Condensed and expand versions of fonts are also included under formal contrast.
Fig 1.2 Sample of Contrast in Form- Structure ~ Different letterforms or different kinds of typefaces.
Fig 1.3 Sample of Contrast in Structure- Texture
~ Refers to the way the lines of a font appear as a whole from near and far.
~ Depends partly on the letter forms themselves and partly on how they are arranged.
Fig 1.4 Sample of Contrast in Texture- Direction
~ The opposite between vertical and horizontal.
~ Turning one word on its side can have a dramatic effect on a layout.
~ Text blocks also have their vertical or horizontal aspects of direction. Mixing wide blocks of long lines with tall columns of short lines can also create a contrast.
Fig 1.5 Sample of Contrast in Direction- Color
~ The use of color shows that the second color is usually less emphatic in value than pure black and white.
~ Which element needs to be emphasized and pay attention to the tonal value of the colors used is important.
Fig 1.6 Sample of Contrast in Color
* Form:
- Refers to the overall look and feel of the elements that make up a print mix.
- Play the role of visual impact and first impression.
- Good typographic form tends to be visually appealing, it guides the eye from one point to another, it entertains the mind, and it is often memorable.
- The interplay of meaning and form brings about a balanced harmony of function and expression.
- Involved visual navigation and reader interpretation through contras, form and content organization.
- Content can be in textual, visual, graphic or color form.
- To make the design work and meaning pop out, clearly and unambiguously.
⤷ Programmers and Type Design
- Size
~ Contrast of size provides a point to which the reader's attention is drawn.
~ Commonly used in making a title or heading noticeably bigger than the body text.
- Form
~ Refers to the difference between uppercase letter and their lowercase letters, or between Roman letters an their italic variants.
~ Condensed and expand versions of fonts are also included under formal contrast.
~ Different letterforms or different kinds of typefaces.
- Texture
~ Refers to the way the lines of a font appear as a whole from near and far.
~ Depends partly on the letter forms themselves and partly on how they are arranged.
- Direction
~ The opposite between vertical and horizontal.
~ Turning one word on its side can have a dramatic effect on a layout.
~ Text blocks also have their vertical or horizontal aspects of direction. Mixing wide blocks of long lines with tall columns of short lines can also create a contrast.
- Color
~ The use of color shows that the second color is usually less emphatic in value than pure black and white.
~ Which element needs to be emphasized and pay attention to the tonal value of the colors used is important.
* Form:
- Refers to the overall look and feel of the elements that make up a print mix.
- Play the role of visual impact and first impression.
- Good typographic form tends to be visually appealing, it guides the eye from one point to another, it entertains the mind, and it is often memorable.
- When a typeface is viewed as a form, it no longer reads like a letter because it has been manipulated by distortion, texture, amplification, and being squeezed into a space.
* Organization / Gestalt:
- Refers to the way things are organized or structured.
- Emphasizes that the whole of anything is greater than its parts, based on the idea that we perceive things as a unified whole.
- In design, particularly typographic layout, the elements that comprise the design are only as good as the overall visual form.
- While each component may be functional on its own, the total sum of its parts is not greater than the whole or the overall form.
⤷ law of Similarity
- States that elements that are similar to each other tend to be treated as a unified group.
- Can refer to any number of characteristics, including color, orientation, size, or motion.
⤷ law of Proximity
- Elements that are close together tend to be treated as a unified group.
- State that items that are close to each other tend to be grouped together, while items that are further apart are less likely to be grouped.
⤷ law of Closure
- Refers to the brain's tendency to see a complete figure or form, even if the picture is incomplete, partially hidden by other objects, or part of the information needed to form a complete picture in our minds is missing.
⤷ law of (Good) Continuation
- It holds that even when two or more objects intersect, humans tend to view them as distinct, single, and uninterrupted objects.
- Alignment of objects or forms plays an important role in making this principle work.
⤷ law of Praganz
- Week 5 : Mr. Vinod has conduct a short online feedback session for our Task 2A due to it is a public holiday. After our key artwork are complete, we can proceed to the color pallet.
- Week 6 : Mr. Vinod ask us to identify 3 collaterals and expand our key artwork into the chosen collateral.
- Week 7 : Mr. Vinod ask us to complete the Task 2 E-portfolio. We also need to prepare the Task 3 presentation slide to explain our intention and show some example include the sketches.
INSTRUCTIONS
Task 2A : Key Artwork
In this exercise, we have been asked to explore and create a
wordmark / monogram form by using our name. The key artwork should be
elegant, balanced and organized not complex or chaotic and resulting in
a functional and communicative key artwork.
Before I start digitize my key artwork, I have sketch some sketches to
try to find some idea that is attractive enough and also p-resenting my
personality.
Fig 2.1 key Artwork Sketches
After getting feedback from Mr. Vinod, I decided to choose the
Sketches #14 to proceed to digitization.
Fig 2.2 Key Artwork Digitization
Due to my key artwork digitization has been satisfy by Mr. Vinod
without any adjustment that need to do, I have proceed to make the
collateral and identify the expansion immediately.
In this exercise, we have been asked to explore and create a wordmark / monogram form by using our name. The key artwork should be elegant, balanced and organized not complex or chaotic and resulting in a functional and communicative key artwork.
Before I start digitize my key artwork, I have sketch some sketches to try to find some idea that is attractive enough and also p-resenting my personality.
After getting feedback from Mr. Vinod, I decided to choose the Sketches #14 to proceed to digitization.
Due to my key artwork digitization has been satisfy by Mr. Vinod without any adjustment that need to do, I have proceed to make the collateral and identify the expansion immediately.
Task 2B : Collateral
Color Pallet
In this task, we have been asked to make a collateral and identify
the expansion of our wordmark.
Based on the color pallet that I choose before, I have choose the
second color pallet to proceed because Mr. Vinod suggest us to avoid
the pastel color and choose some color pallet that got high contrast
to make our wordmark more attractive to audience.
This is my first version of the wordmark color pallet, due to the light
blue is hard to visible in the white background, Mr. Vinod suggest me to
change that color. Therefore, I decide to use the light blue at the
background of my wordmark only.
Fig 3.2 Wordmark Color Version 2.0
In this task, we have been asked to make a collateral and identify the expansion of our wordmark.
Based on the color pallet that I choose before, I have choose the second color pallet to proceed because Mr. Vinod suggest us to avoid the pastel color and choose some color pallet that got high contrast to make our wordmark more attractive to audience.
This is my first version of the wordmark color pallet, due to the light blue is hard to visible in the white background, Mr. Vinod suggest me to change that color. Therefore, I decide to use the light blue at the background of my wordmark only.
Collateral
After I decide my color pallet, I started to explore my collateral.
In this part, we need to expand our wordmark and create a series of
visual identities. At the first, I try to use the 'R' repeatedly to
create an expansion. And this is how its looks like.
Fig 3.3 Expansion 1.0
But based on the feedback that given by Mr. Vinod, he wasn't satisfy
with this expansion and he suggest me to don't just repeat the word but
also try to explore the essentials characteristic in my design.
Therefore, I have try to use the shape that in the 'R' which is a circle
and a triangle to create the expansion.
Fig 3.4 Expansion 2.0 Process
After that, I place this two shapes repeatedly to create a new expansion.
After I decide my color pallet, I started to explore my collateral. In this part, we need to expand our wordmark and create a series of visual identities. At the first, I try to use the 'R' repeatedly to create an expansion. And this is how its looks like.
But based on the feedback that given by Mr. Vinod, he wasn't satisfy with this expansion and he suggest me to don't just repeat the word but also try to explore the essentials characteristic in my design.
Therefore, I have try to use the shape that in the 'R' which is a circle and a triangle to create the expansion.
Mock Up
- Tote bag
- Hoodie
- Cap
Instagram Layout & Design
Fig 3.9 Insta View
Animation
Final Outcome :
Task 2A :
Task 2B :
Instagram Link :
@RachelQwQ_03
https://www.instagram.com/rachelqwq_03?igsh=bzltajkxa2YwajEwFEEDBACK
Week 5 :
General Feedback : The keyword should be positive, negative keyword will cause to bad impression.
Week 6 :
General Feedback : Focus on the readability of the keyword. Don't use the pastel color or bright color cause it may be hard to seen in a light background.
Week 7 :
General Feedback : We should try to create a responsive logo. The profile should be captured in the white background to makes it looks more professional. Do more research on Pentagram site to explore how to use our keyword unique element.
REFLECTIONS
During this tasks, I found it is a bit hard to create a series of designs. We need to pay attention on a lot of different part such as readability of the word, how to create a good expansion, how to create a good mock up and also does our designs has represent what we want. Searching the characteristic of the keyword to create a good expansion are the hardest part for me.
During this tasks, I have learned that how can we explore our identity in the key artwork and how to create a series of designs. We should be more creative on our designs so that our designs will looks interesting enough and attract the audience.
Creativity is a key element when we try to create a good designs but we also need to pay attention on the readability of the key artwork and also the meaning that representing in our designs.
FURTHER READING
The picture below are the books that I choose for my further reading.
This book has specify every century what typefaces is created, created by who and also given a lot of example to let reader can directly see the typefaces. Besides of that, this books also provide the timeline of type history in very detail.
In this chapter, this books has state that typeforms are inextricably linked to writing. Writing has ranges from graffiti and quick signs to intricate public lettering. These forms has establish fundamental stroke and space relationships in typeface design. Then designer add the interpretation and style and creating typefaces that reflect the essence of manual mark-making.











































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