03.10.2022 - 05.11.2022 / Week 6 - Week 10
Yung Siew Weng / 0339847
Advanced Typography / Bachelor of Design (Hons) in Creative Media
Task 2A & 2B / Key Artwork & Collateral
LECTURES
Ad typo #1 - 5 are completed in Task 1 : click here to review! ;)
Task 2 / 2A : Key Artwork
MODULE INFORMATION
AD Typography Task 2A - Key Artworks
INSTRUCTION
For this task, we are allowed to use the initials (EF) of our name, first name (Edward) or your pet name (Teddy). Explore and compose as many permutations and combinations of these initials. The final key artwork must be an elegant solution, 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.
EXPLORATION
At the very first of the task, we are required to do some visual research regarding how can we do on the key artwork design. I did spent some time on researching on Pinterest, checking how logo design works.
The chosen words/ name : JACQ
About JACQ : JACQ is the first four alphabet of my name, Jacqueline. Instead, it is also the parts of my portfolio nickname, Jacqesign. Within my artworks doing previously, I create something in a concepts of lines, simplicity and calm. But, this time, I wanna created something luxury but in simplicity.
After having the idea on what to create, then I experimented the mark with the existence typeface.
Fig 1.1 Exploration on the existence fonts (week 6/ 04.10.2022)
Based on the existence typeface, I tried on different varieties possibility on creating a logo mark.
Fig 1.2 outcome exploration #1 (week 6/ 04.10.2022)
After the outcome exploration #1, I felt that I want to create a lettermark instead. I tried on some attempts too :
Fig 1.3 reconstruction the letter on Boowie Regular (week 6/ 04.10.2022)
Fig 1.4 outcome exploration #2 (week 6/ 04.10.2022)
FEEDBACK (WEEK 6/ 05.10.2022)
General Feedback :
You need to be able to articulate the feeling in words either in one words or several words so that when somebody asks you for the rationale of the thinking behind, you are able to articulate it.
Specific Feedback :
Outcome exploration #1
- [#3] having an interesting combo, but it still needs work because it feels a little weaker on the left side. The side with the keywords C and Q got like really robust shape but on the other side, it's weaker because it doesn't have that. Overall, I like the feel there but just not working out, might need more work to stabilised it.
- [#5,#6,#9], these are not particularly legible.
- [#8], it's a bit too longish therefore if putting a shape around might showed it's too tall for a mark.
- [#4], it does look interesting, but difficult to read the letter Q. So, the simplisticness of the form is interesting, the way it displayed also interesting but not particularly readable.
Outcome exploration #2
- [#8], the letter A having a curved cross stroke that seems to be very prominent in the design of that particular mark, which might lead someone to think about swimming or etc. You must having the thinking of what are your brands for, and the rationale before you create the design.
- [#2], the contrast of the letterform looks interesting, almost like a form of Art Deco (a movement in architecture that influence illustration but also typeface design). Overall, it's good because it lends uniqueness to the letterform however it's not memorable except for the letter 'Q'. But, if you having the kind of letterform, proportionality is a problem because putting this along with other logos, it might having a big negative space within that and making your logo smaller compared than the others.
After receiving the feedback, I continued the journey of discovery. With the base of #outcome explore#1 [#3, #4], I started to revamp it. But at the moment, I'm more focused on thinking about the fundamentals of creation (because I have a lot of design ideas and compositions, but don't know why I'm doing this). I spent a bit time on discovering my own self-thinking and yet create a new form of ideas:
Fig 1.5 outcome exploration #3 (week 7/ 11.10.2022)
I having an idea of creating a logo mark for digital creative media studio [1a, 1b]. The rationale was about since I was a mass communication student before, yet having some interest in digital media production, making me having the idea on creating a "media studio" logo brand mark by using "JACQ".
For [2a, 2b, 2c], I having the ideation to create a brand for fashion. Using the idea of fabric cutting lines, the outline of a gown, etc to create a sense of fashion.
A deep explanation towards [1a],
Fig 1.6 Explanation of Fig 1.5 [1A] (week 7/ 11.10.2022)
#The form was created on the basis of Chinese character's features (Chinese radicals), represent my Chinese identity.
#The form present a sense of simplicity and classic. (because I like things graded in simple but luxury)
After receiving the feedback (week 7), I made some amendments on it (especially on the letter A) and start on developing the collateral design (Task 2B).
#Idea
My option is beige colour with black stroke, which making more potential on creating in which I can created in beige (plain) or with black stroke (more options and creativity goes).
As [2a, 2b, 2c] having a similar ideas, I did a deep explanation on [2b],
Fig 1.7 Explanation of figure 1.5 [2b] (week 7/ 11.10.2022)
As the idea came from I have a dream on became a fashion designer, I having the idea of fabric cutting lines, the outline of a gown, etc to create a sense of fashion.
#the form is created in a sense of Art Deco, which showing the thick and thin stroke line within the letterform (indicate the big parts till the small details on the fashion design).
FEEDBACK (WEEK 7/ 12.10.2022)
General Feedback :
Let the logo mark to be no brand; it is a mark that might suit for every brands.
Specific Feedback :
Based on your preference, 2C is seems a bit difficult to make up that showing the word consists of "JACQ" whereas 1B you can. And, from the readability and communicable design of 1B that would probably win out, and fairly well balanced. But it still need to look at the A, the diagonal stroke on the right (maybe the A does not need to be that long, diagonal stroke can be slightly shorter) and the Q's tail move out a little bit more. Also, the play button/ elements that the Q is too small. It is not legible if I reduce the size of the mark. So, the suggestion is just take it off.
After receiving the feedback (week 7), I made some amendments on it (especially on the letter A) and start on developing the collateral design (Task 2B).
Fig 1.8 Adjustments (week 7/ 11.10.2022)
Final version of Key Artwork (B&W version):
Fig 1.9 Final version of Key Artwork (week 7/ 11.10.2022)
Aside from the idea of a play button, key artwork to me means creating from my Chinese identity, like the strokes usually created by Chinese radicals. Thus, it is a version of my name (key artwork) using Chinese radicals.
FINAL OUTCOME , AD TYPO TASK 2A @ KEY ARTWORK :
Fig 1.10 Final Outcome, Key Artwork, AD Typo Task 2A, JPEG (week 10/ 02.11.2022)
Fig 1.11 Final Outcome, Key Artwork, AD Typo Task 2A, PDF (week 10/ 02.11.2022)
Task 2 / 2B : Collateral
AD Typography Task 2B - Collateral
INSTRUCTION
We are tasked to design a t-shirt, lapel pen, an animated key artwork and an Instagram account transforming the key artwork into a brand. We work on the animated key artwork first and fine-tune that outcomes before going on to the and other collateral material: t-shirt, label pin and finally an Instagram account.The output must result from in-depth exploration and must communicate both visually and textually the desired message and mood set by the key artwork and its function.
Collateral: Animated Key Artwork (800/1024 px, height and width), use mock-ups to simulate the printing of the collateral. If instructed, we will be required to print the collateral.
EXPLORATION
After having the idea of key artwork, I started on developing the collateral design. For this particular section, we was instructed to create nine (9) IG post which including at least 2 collateral design.
#Idea
As the Key Artwork contains of JACQ, I named the page/ brand as Jac.quilin
In fact, Jacquilin actually comes from my name, Jacqueline. My previous colleague usually call me in a weird tone, pronounced like "Jack-queen-Liin". So, I having the idea on using it for this task.
In fact, Jacquilin actually comes from my name, Jacqueline. My previous colleague usually call me in a weird tone, pronounced like "Jack-queen-Liin". So, I having the idea on using it for this task.
Collateral design + IG post (1):
Since my key artworks is about the stroke from Chinese radicals, I tried an attempt on creating possibilities for the collateral design.
At first, I tried on creating stroke/ outline for the key artwork in which might be more potential for the use in collateral design. I did some experiment regarding on it :
Fig 2.1 The original version vs. different stroke (week 8/ 23.10.2022)
After having the notion of the stroke, I continued develop a colour schema for the key artwork and in facts the schema for the IG posts.
Fig 2.2 colour selection (week 8/ 23.10.2022)
After finalising the style and colour, I having a notion of creating a mascot for the collateral which might having more uniqueness instead of the plain logo mark.
Fig 2.3 Development on collateral design (week 8/ 23.10.2022)
Fig 2.4 'JACQ' in beige and black stroke (week 8/ 23.10.2022)
#Experiment on the letter A
Fig 2.5 Experiment on letter 'A' (week 8/ 23.10.2022)
For the letter 'A', I having the idea on creating a mascot and using the mascot as a main element for the collateral design.
Fig 2.6 Experiment on letter 'A' (week 8/ 23.10.2022)
The captions "ambitious and driven, throw the depression" is added into the design, as :
- Ambitious and driven here means to the personal identity, the idea is the mascot "A" represent to the person and her personal identity is ambitious and driven.
- Throw the depression here is indicated the mascot "A" is throwing his depression (the another A) away.
#Experiment on the letter C
Fig 2.7 Experiment on letter 'C' (week 8/ 23.10.2022)
In the formation of letter C, I having the ideation of showing the "love". In facts, I added on a tagline "<c> created in-deep </c>".
<c> created in-deep. </c>, it is indicated by using <c>, </c> as the reason that I am future specialised in UI/UX design whereas <>, </> is the HTML code that might represent to the field itself. But in this moment, I change the selector to <c> as it is the poster design according to the letter C. It can claimed that using the idea of coding but presented in a graphical manners.
#Experiment on the letter J and letter Q
Fig 2.8 Experiment on letter 'J' and 'Q' (week 8/ 23.10.2022)
As the previous letter, A and C having more graphical elements, I choose to keep it in plain for the letter J and Q. Adding a captions for each letter so that the poster might not be boring on just having the letter.
After finalised the 4 posts for each letter, I feel that I might need a more design for variety.
Fig 2.9 Experiment #random (week 9/ 24.10.2022)
I ended up the design by using the principle of random and indicated a line, random [create-teeth] means that create the artwork in random creativity. After having varieties of design, I spent some time on photoshop, create a clipping mask for the mockup elements and play fun with it. Fig 2.10 was the final outcome for the mockup.
Fig 2.10 mockup (week 9/ 24.10.2022)
After having all the elements done, I constructed the outcome into a IG layout. Before that, I created a Instagram account ready for the task.
Fig 2.11Final IG layout (1) (week 9/ 25.10.2022)
Continued by the completion of the layout, I post to the IG account for clarify the consequences of the layout effects.
Fig 2.12 outcome, layout in Instagram (1) (week 9/ 25.10.2022)
For this particular week during class session, as I feeling not stable on the day which I missed the feedback session. So, I took the general feedback as my weekly feedback.
FEEDBACK (WEEK 9 / 26.10.2022)
General Feedback :
Self - image should be included in the instagram post.
After rewatch the lecture recording and the feedback from peers, I felt that I can build a more potential collateral design compared to the current. Recalling back, I felt that the current idea is having a gap between the key artwork and collateral design, it seems like too much of graphical elements for the current stage and the colour schema looks dull after a period of continuous looking. So, I yet started to reconstruct it and documented under "collateral design + IG post (2)" .
Collateral design + IG post (2):
Before reconstructing, I read the module information to having a clearer mindset. As the module information stated example for T-shirt, Pin Label and instagram account. This time, I constructed it based on the requirements.
The new idea (2) : Using B&W colour schema to present a sense of luxury, mysterious. Remain the idea of letter A and random.
#Reconstruct of principle in random
Fig 2.13 reconstruct #random (2) (week 10/ 31.10.2022)
For the reconstructed version of random, I changed the quotes into "spread your crea-teeth". The reason was random had a similar meaning to spread, throw. Instead of using the word "throw", using "spread" to indicate the random of the creativity.
The reason of using white stroke on black background is to contrast the stroke which present in a more attractive way.
#Reconstruction of letter A
 Fig 2.14 reconstruct #letter A (week 10/ 31.10.2022)  Fig 2.15 Deep explanation of Idea [Fig 2.14] (week 10/ 31.10.2022) |
In this particular terms of reconstructions, I having the notion of cropping one side of the key artwork, which making a contrast the particular side (fig 2.15).
Fig 2.16 Layout design (week 10/ 01.11.2022)
Fig 2.17 mockup #idea (2) (week 10/ 01.11.2022)
After having the outcome for collateral design, I started to develop the mockup. This version (idea reconstruction #2), I used to create a label pin, t-shirt and card.
Fig 2.18 post for fun facts (week 10/ 01.11.2022)
After having the full 9 posts layout design, I started to transmit it to instagram :
Fig 2.19 Instagram Layout #2 (week 10/ 01.11.2022)
Animated GIFs :
Continued by the animated GIFs, I created 27 art-boards in AI and yet exported to PS for animation. (the process was taught in previous semester).
Fig 2.20 Animated Frame (week 10/ 01.11.2022)
Fig 2.21 Animation GIFs, draft 1 (week 10/ 01.11.2022)
FEEDBACK (WEEK 10/ 02.11.2022)
Specific Feedback :
Nice layout for ig posting! But for the row 1 column 3, it might need to be more modified a bit as it doesn't look great within or you can actually showcase only a small part of the design. For the nimation GIFs, it was playing too fast, can be slowed down a bit. And, for the line "Jacquilin by Jacq" can be placed in a glance (not need one alphabet by one alphabet).
After receiving the feedback from Mr. Vinod, I make the amendments and continued on my journey of exploration.
#Animated GIFs amendment :
According to the suggestion, I make the changes on reducing the frames.
Fig 2.22 Animation framework (week 10/ 02.11.2022)
Final Outcome :
Fig 2.23 Final Outcome, Animation GIFs (week 10/ 02.11.2022)
#Amendment on the fun facts (post)
As my notion is to showing the Chinese radicals, but I felt that the grid and column does not really represented the concept of Chinese radicals. I did some research online and yet finalised some "radicals grid".
Fig 2.24 Chinese radicals - references (week 10/ 02.11.2022)
By having two options, I picked the right (#02) as it contains more Chinese concept compared to the nine spaces (left) which I feel was more to maths.
Fig 2.25 development (week 10/ 02.11.2022)
In facts, I also reconstructed the outline shape from rectangular to a square guided from.
#Amendment on the collateral design post (T-shirt)
At this moment, I did some research on finding the most applicable mockup for t-shirt.
Fig 2.26 amendment on T-shirt (week 10/ 02.11.2022)
After getting a satisfy mockup material, I did the clipping mask task in Photoshop and yet crop a part of the pieces, contrasting on the collateral artwork of the shirt. I even added a tag on the shirt to perform the notion of the shirt is from the brand itself.
Following after the completion, it's the moment to develop in the Instagram Posts.
Fig 2.27 Final Instagram Layout (week 10/ 02.11.2022)
I did a final checkup for the posting. To be mentioned, row 1 column 2 is the animated GIFs. Then, toward the last step, posting to the account.
Fig 2.28 Final layout in Instagram (week 10/ 02.11.2022)
FINAL OUTCOME , AD TYPO TASK 2B @ COLLATERAL :
Collateral Design
Fig 2.29 Final collateral #1 : Label Pin (week 10/ 03.11.2022)
Fig 2.30 Final collateral #2 : T-Shirt (week 10/ 03.11.2022)
Fig 2.31 Final collateral #3 : Cards (week 10/ 03.11.2022)
Instagram Account
IG link : https://www.instagram.com/jac.quilin/
Fig 2.32 Final Outcome Instagram Posts, PDF (week 10/ 03.11.2022)
Fig 2.33 Instagram Layout Review, PDF (week 10/ 03.11.2022)
Animation GIFs
Fig 2.34 Final Outcome, Animation GIFs (week 10/ 03.11.2022)
Fig 2.35 Final Outcome, Animation GIFs, PDF (week 10/ 03.11.2022)
FEEDBACK
WEEK 6 / 05.10.2022 @ AD TYPO TASK 2A
General Feedback :
You need to be able to articulate the feeling in words either in one words or several words so that when somebody asks you for the rationale of the thinking behind, you are able to articulate it.
Specific Feedback :
Outcome exploration #1
- [#3] having an interesting combo, but it still needs work because it feels a little weaker on the left side. The side with the keywords C and Q got like really robust shape but on the other side, it's weaker because it doesn't have that. Overall, I like the feel there but just not working out, might need more work to stabilised it.
- [#5,#6,#9], these are not particularly legible/
- [#8], it's a bit too longish therefore if putting a shape around might showed it's too tall for a mark.
- [#4], it does look interesting, but difficult to read the letter Q. So, the simplisticness of the form is interesting, the way it displayed also interesting but not particularly readable.
Outcome exploration #2
- [#8], the letter A having a curved cross stroke that seems to be very prominent in the design of that particular mark, which might lead someone to think about swimming or etc. You must having the thinking of what are your brands for, and the rationale before you create the design.
- [#2], the contrast of the letterform looks interesting, almost like a form of Art Deco (a movement in architecture that influence illustration but also typeface design). Overall, it's good because it lends uniqueness to the letterform however it's not memorable except for the letter 'Q'. But, if you having the kind of letterform, proportionality is a problem because putting this along with other logos, it might having a big negative space within that and making your logo smaller compared than the others.
WEEK 7 / 12.10.2022 @ AD TYPO TASK 2A
General Feedback :
Let the logo mark to be no brand; it is a mark that might suit for every brands.
Specific Feedback :
Based on your preference, 2C is seems a bit difficult to make up that showing the word consists of "JACQ" whereas 1B you can. And, from the readability and communicable design of 1B that would probably win out, and fairly well balanced. But it still need to look at the A, the diagonal stroke on the right (maybe the A does not need to be that long, diagonal stroke can be slightly shorter) and the Q's tail move out a little bit more. Also, the play button/ elements that the Q is too small. It is not legible if I reduce the size of the mark. So, the suggestion is just take it off.
WEEK 9 / 26.10.2022 @ AD TYPO TASK 2B
General Feedback :
Self - image should be included in the instagram post.
WEEK 10 / 02.11.2022 @ AD TYPO TASK 2B
Specific Feedback :
Nice layout for ig posting! But for the row 1 column 3, it might need to be more modified a bit as it doesn't look great within or you can actually showcase only a small part of the design. For the nimation GIFs, it was playing too fast, can be slowed down a bit. And, for the line "Jacquilin by Jacq" can be placed in a glance (not need one alphabet by one alphabet).
WEEK 11 / 12.11.2022 @ SUBMISSION
Specific Feedback :
Work process is excellent. Results are good. Good dedication to craft. Keep it up. Competency level: Mastering.
#Portfolio : Completed. Comprehensively documented.
Work process is excellent. Results are good. Good dedication to craft. Keep it up. Competency level: Mastering.
#Portfolio : Completed. Comprehensively documented.
REFLECTION
EXPERIENCE
Overall, the entire experience was excruciating. Because the project began during the "peak" of the semester, it was thought that there was only a limited amount of time to construct a new "world". Throughout the process, it can be said that it was extremely different from the original notion toward the conclusion, which I don't believe the finished result will look like. My original intent was to design something that was simple but luxurious, but in the end, I came up with a mysterious, black-and-white look (which I had thought about but never tried before). Since I had previously created numerous logos and had some expertise and understanding in this field, I assumed that this work would be simple for me. However, reality painfully hit me as I continued. There are many restrictions since it comprises "typographical," "graphical," and other creativity-related concepts that one should be aware of. Fortunately, despite how challenging the task was, I have yet to finish and finalise everything in time.
OBESERVATION
The issue or fact that I notice during the work is that I have restrictions and difficulties articulating my reasoning. Since I just made something at random without considering why or what the creation is for, many of my ideas are getting rejected. This appears to be my shortcoming, which I should be more aware of because every creation deserves a rationale.
FINDINGS
Although it seems like a fairly open task compared to the previous, it still has certain restrictions throughout the encounter. Since this is a typography module, a lot of graphic components and details need to be taken into consideration. I did take my time looking through the key artwork (Task 2A). Although I had a tonne of ideas for the key artwork before creating it, it was difficult to comprehend with the rules of typography, colour, font style, font design, logo size, layout, etc. It takes longer to plan a new level using typefaces than it does for other modules. Despite having a relatively basic appearance overall, the "audience" will assume that this may be used to type the word and adjust the position. They are unable to participate in or comprehend the underlying process. Although I conducted some research into assignment 2B, I eventually discovered how the significance of colour and layout functions and is presented in a different way. Nonetheless, the employment of colour schemes may elicit a wide range of emotions and brand reactions in the audience.
FURTHER READING
1. Letterhead and Logo Design 12 (2011)
Fig 3.1 Coverpage, letterhead and logo design 12 (2011)
Type of source : e-book
Name : Letterhead and Logo Design 12
Author : Oxide Design Co
Year of publication : 2011
This collection indicated all kinds of great design , ideas that are appropriate, well executed and carry a thoughtfulness that reward a second look. The book had been divided into twelve stylish categories. After reading the book, it may gained some ideas and thought regarded to the 12 types of logo design.
1#Angular
Fig 3.2 Samples for Angular
Sharp corners and solid colours.
Fig 3.3 Logo of Kinetic Bouldering Gym
According to the book, kinetic Bouldering Gym (fig 2.2) as sample of angular type, is a grass-roots location for the local climbing community and a colourful museum of climbing holds. This logo works well because it evokes the gym's many faceted walls.
2#Conceptual
Fig 3.4 Samples for conceptual
Design with thought and purpose.
Fig 3.5 logo of FoodBank
Based on the book, the design had indicated recognisable and understandable, this logo clearly communicates "food bank" while simultaneously making an allusion to the disconnect between supply and need.
3#Crafted
Fig 3.6 samples of crafted logo
Fig 3.7 Logo of "Treehouse"
Based on the book, this logo artistically fulfils clients's requirement to reflect the casual yet professional nature of their record label, while intelligently weaving in their desire to have a tree included in the mark.
4#Dimensional
Fig 3.8 sample of Dimensional
Fig 3.9 Dimensional logo for Salon
Based on the book, this logo inspired by the salon's name, the sophisticated play between a hair brush and paintbrush artfully describes the client's business.
5#Feminine
Fig 3.10 sample of feminine
Softness and subtlety via curves and color.
Fig 3.11 Regal Literary
Based on the book, Regal Literary is a representation agency with a tradition of cultivating its author's talents and career. The humming bird perfectly conveys the energy, curious spirit, and off-bat sensibilities the client wants to capture in their logo.
6#Illustrated
Fig 3.12 sample of Illustrated
Visually intricate but conceptually clear.
Fig 3.13 sample of Illustrated
Based on the collection, this logo was selected because the perfectly-rendered, seamless combination of a soccer ball and a ladybug makes it ideal for the local girl's soccer team.
7#Linear
Fig 3.14 sample of Linear
Fig 3.15 Logo of "Llerandi"
Based on the collection, Llerandi is a holding company focused in the robotics and construction industries. This rendering of a robotic horse is the perfect metaphor for the company's strength and power.
8#Masculine
Fig 3.16 Sample of Masculine
Power, mass and distinction.
Fig 3.17 Logo of "Riot"
Based on the book, the challenge presented by this client was to make a logo that leveraged the power of the name RIOT without negative connotations. Since megaphones can be used by both sides of a riot, it's flawless metaphor.
9#Monogrammatic
Fig 3.18 Sample of monogrammatic
Emphasizing a letter or number.
Fig 3.19 logo of a photographer, Steve Frost.
Based on the book, Steve Frost is a hard working, no-frills photographer free of pretentious ness or ego. This logo captured that personality well, and adds the memorable twist of using a stylised Fahrenheit symbol to underscore the frosty nature of his surname.
10#Simple
Fig 3.20 sample of Simple
Less, but lasting.
Fig 3.21 Logo of Honolulu Film Festival
Sometimes the simplest solutions are the best ones, as exemplified in this combination of Hawaii's traditional hibiscus flower with a film reel to represent the Honolulu Film Festival.
11#Typographic
Fig 3.22 Sample of Typographic
Building images with type.
Fig 3.23 Logo of Des Moines Playhouse
In a testament to the power of simple, typographically based marks, the Des Moines Playhouse comes to life as the curtain rises in their logo.
12#Whimsical
Fig 3.24 sample of whimsical
Effectively self-aware and spirited.
Fig 3.25 Frederiko Vogl's mark
Frederiko Vogl's mark is everything a personal logo should be: His surname is the German word for bird, and he starts each new project with pencil and paper.
REFERENCE
Oxide Design Co. (2011). Letterhead and Logo Design 12. Rockport Publishers.
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