Advanced Typography: Task 2(A,B)

03.05.2023 - 31.05.2023 / WEEK 5 - WEEK 9

ARWINDA NURUL IZZA / 0349913

ADVANCED TYPOGRAPHY / BDCM

TASK 2(A,B): KEY ARTWORK AND COLLATERAL

LECTURER

Lec 1: Typographic System

on Task 1

Lec 2: Typographic Composition

: Arrangement of text on a given space that can be applied on any mediums etc. buildings.

The composition that we are more familiar with as in design principles, some of it (such repetitive, perspective) isn’t particularly suitable when being applied on a Typographic Composition.

example. emphasis they can translate well as a layout.

The rule of thirds, is not common in used when it comes to typographic elements. But, it’s still useful for the placement of important information in a given place.
Typographic System, the system is derived way back from letter press printing but they are so versatile and still useable till this days. In further enhancement some added excitement and engangement in a seems to be a rigid structure. Because of its pragmatic nature they still being popular use, its sort of inline with human’s way of reading in orderly.
Environmental Grid, is a system where they take any form that is considered as structure and build the composition by studying those structure. It can create something unique for an identity of a certain organisation.
Form and Movement, exploration from the already existing Grid System. There is a potential to see the pages in a book not as a static composition but we an intend to see it as a frames that moves very slow. The idea is by connecting the elements between the spreads. Careful thought must be put on designing the composition, because as elements being added complexity increases.

Lec 3: Context and Creativity

Handwriting, mechanical letterforms was essentially intended to mimic the handwriting. Materials used to write or were written on influence the shape and line of handwritten letterforms.
Western History

Before Common Era

It started with Proto-Sinatic (1750 bce) that looks like icons which later evolve become a foundation letter, where letters based on sound rather pictorial representation of something. This evolvement happened in Phonecian era.

Cuneiform (3000. B.C.E) is one of the earliest pictorial handwritten which was written from left to right. Differently, Hieroglyphics (2613-2160 B.C.E) writes from the opposite way.

Early Greek (5th B.C.E) consist of 22 letters. They develop letters from Phoenicians which was just capital letters, and direction of reading is not decided yet. Because they read from left to right, and right to left. Some changes happened during the end of this era such as the appearance of serif.

2. Common Era

roman uncials (4th century), they become more round to make it written faster, it became more slanted and condensed form around english half Uncials (6th C.) During 8 C a standardised such as writing conventions and spelling because of the ruler of roman empire. This writing style later became the Humanistic Writing in the 15th Century and which will become the basis of lower-case roman type.

Movable type (11C-14C) which is printing had already been practiced in China, Korea and Japan around this time. The Koreans in 14C later would established the movable type in bronze after the creation of hangul. It was first pioneered by China but they failed due to the number of characters.

Creativity

to able on creating something original we need to know the context. As designer work hand in hand with programmers and we’ve been developed into a certain degree, reviving those scripts are more possible than ever.

Lec.4&5 will be in Task 3

INSTRUCTIONS

Task 2(A): Key Artwork

prompt: We're asked to create our own key artwork from our or name which later will be expanded its identity on a collateral in task 2B.

01: Ideation

fig. 1.1 'About me' Mind Mapping, Week 5 (03/05/2023)

Keywords: Cloud, music, shy, photography, Good-at-many-things, imperfection,

games.

The first step is to mind map things about me. From, this mind-mapping I've got some keywords that I want to work on but I still can't connect certain concept that is meant something unique for me. Although, one thing for sure is that I want to use 'Arwinda' or any abbreviations from that word because the other words on my name is either too common and the other is just too foreign for me hence why I want people know me more from that name the most.

02: Sketch

Moving on, as I haven't really decide on which concept to go with I search for inspiration in Pinterest to search for any key artwork that I like. The search ended up with two coming ideas collaborated with some keywords I got from the mind mapping. Also, I went forward and digitalise all my sketches right away as I'm already behind one week and gotta hurry.

Fig.1.2 Ideas Overview, Week 6 (09/05/2023)

1# Idea: Cloud and Imaginative

The concept is to reflect me who like to innovate many ideas inside my minds.

fig.1.3 1# Idea - Sketching Process, Week 6 (08/05/2023)

fig.1.4 1# Idea - Digitalisation, Week 6 (09/05/2023)

2#Idea: Yin&Yang, Square

The imperfection inside me try to balance the perfection side as well

fig. 1.5 2# Idea - Sketching Process based on 'Square', Week 6 (08/05/2023)

I gradually reduce the letters from 'a,r,w,d' to 'a,r,d' hen digitalising my 2# Idea as I found it interesting that the shapes just fit with each other in a way.

fig. 1.6 2# Idea - Digitalisation Process, Week 6 (09/05/2023)

Based on W6 feedback, I then proceed to re-think about the concept of the second idea and try to develop more from the keyword 'Puzzle as the form has a potential to be refined.

03: Refinement

In this step, I focus on refining my #2 Idea from the sketches.

fig.2.1 1# Adjustment, Week 7 (16/05/2023)

Starting with eliminating the gap between 'r and d' as referred to figure 2.1 because it was suggested from the feedback session. After that, I found the 'a' is not really comfortable to look at and the white balance seems off. Hence, why I took the 'd' letter as sample and try to make a similar looking 'a' letter from there.

fig.2.2 2# Adjustment, Week 7 (16/05/2023)

Next step, I try to fix the lopsided 'r' letter. It used to feels heavy one side and that's why I introduce a thickness to ear of the 'r' by adding a line at first then merge the shape together with further refine of the lines.. (figure.

fig.2.3 3# Adjustment, Week 7 (16/05/2023)

Following some adjustment, I added a slanted look to the top of the letter 'd' to emphasis the shape of the letter more.

04: Further Refinement

Here, I focus on adding more character into my key artwork, which I chose to focus on the counter of the letters and act it like they're of human eyes. The word I want to embed on the character is 'FUN/EXCITEMENT'

fig.2.4 1# version, Week 7 (16/05/2023)

Ver, 1

The word: 'ard!'

On the first step I change the 'r' main stem length to make it more like a human nose. The reason I added '!' is to highlight excitement hence I try to find a good layout with it by trying different thickness counter on the letters 'a,d.'

fig.2.5 2A version, Week 7 (16/05/2023)

'Ver, 2A

The word: 'ard'

In this version I change the counter from circles to stars and it looks more 'exciting/fun/ in a way. I also already alter the shape from a shape layer with lines > expand its appearance > merge it together. There are some unneeded achor point after this state and try to to eliminate some of those by adjusting it like the step 2 on fig. The final outcome on this step is pretty satisfying but I feel like I can attempt another one and try to develop more as it feels still lack some refinement.

fig.2.6 2B version, Week 7 (16/05/2023)

'Ver, 2B

The word: 'ard'

Almost the same one with version 2A, But in this case I try to make the letter 'a' having it tails which can emhapsis its shape. after refining it further and selection I chose the final keyartwork from this step as it has the more unique shape and more expressive.

fig.2.7 Final Key Artwork, Week 7 (16/05/2023)

(2#idea re-defined) Puzzle, Self - Exploration, Enjoyment

The theme is about self-exploration and enjoying the process. Self-exploration indicated by trying to piece the puzzles together and try to match them on perfect angle. On other hand, the enjoyment indicated by the starry eyes on the key artwork looks like those cartoon expression when their face when turn full of excitement. Enjoyment can be identified as something that is fun and challenging. Put it together I want my self-branding looks fun and creative in a way.

Task 2(B): Collateral

prompt: is to design a T-shirt, Pin, Animated Key Artwork and turn them into a brand.

fig.3.1 Moodboard and assets, Week 7 (17/05/2023)

fig.3.2 Assests Overview on Ai, Week 9 (30/05/2023)

The idea is already established that I want to express something Fun, Enjoyable, and Exciting. The expansion I come up with is by having a design studio that based on those things I want to express. The color orange seems a really strong color and often being associated with such emotion like fun and playful. Hence, the reason I chose this as my color palette. The pattern that is the strongest also definitely is the star, I previously thinking of lines as it being introduce by the gap in between the words. But, the lines come too strong and overpowering the key artwork. There's also an added typeface to support to content. I added a San Serif typeface name 'Owners Wide' in Bold.

1. Animated Key Artwork

fig.3.3 AE Process, Week 8 (27/05/2023)

fig.3.4 Final animated key artwork GIF, Week 8 (27/05/2023)

I started with animating the the key artwork in firsthand as I already had a vision prior to refining it. Before starting to animate I firstly try to list what are the things I want to highlight. Be in mind, this can't be too many or too long because we don't want to make a movie out of it. The key animation that I want to be seen are 'Puzzle like motion' and 'Eye Movement.'

I attempted several sketches on my sketchbook, Until I get the most efficient and near to what I have in mind. This is the final plan for the movement plan. reveal text>become one> 'eye' emphasis> eye rolling. I ended up adding a changing color at the end to match the IG Layout and to add one more changes at the end of the animation.

2. Business Card

fig.3.5 Assets for business card, Week 9 (30/05/2023)

fig.3.6 Business card Collateral - blue bg, Week 9 (30/05/2023)

fig.3.7 Business card Collateral - orange bg, Week 9 (30/05/2023)

As the expansion about a studio design, it will be suitable on having business card mockups. I added dummy phone and email for the card and try to play around with possible layouts that emphasising the key artwork design.

3. Mug and Shirt

fig.3.8 Assets for Mug and Shirt, Week 9 (30/05/2023)

fig.3.9 Mug Collateral, Week 9 (30/05/2023)

fig.3.9 Shirt collateral, Week 9 (30/05/2023)

Merchandise on a design studio as mug and shirt is usually also possibly be there. On the assets itself I'm trying to re enforce the key artwork design by adding text 'ard.studio' on the bottom of it. The chosen color orange also suited the most on white surfaces and the logo feel stronger in this way. I also added a star shapes that a lil bit offsetted, the reason is to bring a print like feeling to it. I made the shirt collateral in PNG because the background to make it editable when making the layout later.

4. Tape

fig.3.10 assests for tape, Week 9 (30/05/2023)

fig.3.11 Tape Collateral, Week 9 (30/05/2023)

Stationery items can sometimes be customise to in a design studio when sending up parcels and stuffs. Tape is one of the item I've been planning to make the collateral with since beginning. There is also a new and only time pattern being introduce here. I use the entire key artwork and repeat them to make final pattern.

5. Poster

ig.3.10 assests for poster, Week 9 (30/05/2023)

fig.3.13 Poster Collateral, Week 9 (30/05/2023)

What is a design company without a poster. It's what I observe after scrolling many hours on Pinterest and pentagram to search for collateral trend. Using the same key artwork look from 'mug and shirt collateral' the offsetted star shapes looks really nice being put in a different color combination. I also have this feeling that this key artwork are best being display in a big size and that's how it appear in this poster.

6. About Me

fig.3.13 'About Me' layout overview, Week 9 (30/05/2023)

Left: is the first layout with black and white. I've mentioned it before but I've been thinking that displaying the key artwork in big point size really compliments its shape.

Middle: Is another attempt in class to introduce the color palette to the poster. But, it was mentioned by Mr.Vinod that the images became too loud and being excessively used. I try to take this note and take the consideration of my own ideation. Which is I want to put the image center on the middle in front of the key artwork.

Right: is my final attempt on making an about me page. I try to introduce the star pattern into it making it as the mask for the lower half of the image. It works quite well at this stage as the visual is not too excessive as well.

7. Instagram Layout

fig.3.14 feed layout overview, Week 9 (31/05/2023)

fig.3.15 IG feed layout overview, Week 9 (31/05/2023)

Lastly, is to put all the collateral and arrange it nicely in instagram. My idea of organisation here is to make first row the orange colour, and second one the light color and lastly the deep colour in referred to the colour palette. One thing that I was mindful when building the layout is to make sure having a breathing feeds and that's the reason you can see the star pattern and different kind of zoom towards the items.

Final: Task 2 (A,B) - Key Artwork and Collateral

fig.4.1 Final Key Artwork 'ard', Week 7 (16/05/2023)

fig. 4.2 Final Key Artwork 'ard', Week 7 - Primary Color (16/05/2023)

fig.4.3 Final Key Artwork 'ard', Week 7 - Primary Color background (16/05/2023)

fig.4.4 Business card collateral - orange bg, Week 9 (30/05/2023)

fig.4.5 Mug collateral, Week 9 (30/05/2023)

fig.4.6 Poster Collateral, Week 9 (30/05/2023)

fig.4.7 Shirt Collateral, Week 9 (30/05/2023)

fig.4.8 Tape Collateral, Week 9 (30/05/2023)

fig.4.9 'About Me' Collateral, Week 9 (30/05/2023)

fig.4.10 Pattern Collateral, Week 9 (30/05/2023)

fig.4.11 IG feed layout overview, Week 9 (31/05/2023)

fig.4.12 Final animated key artwork GIF, Week 8 (27/05/2023)

fig.4.1 Task 2(A,B) Final Compilation -PDF, Week 9 (31/05/2023)

IG handle: @ard.studio.my

Click HERE to view the instagram account

FEEDBACK

W5
General: Expression of the text, What creates the brand is the visual identity of the brand. But, there are some marks that are so well designed, it able to project and sell things. 2. Readability. 3.Balance of the white space and the negative space. Doesn’t necessarily have to be 50/50 ratio. 4. Graphical elements must be justified.

General: The key artwork must be at least 3 words. Need to rationalise. If we have gaps in between or line, it has to be in the same length or width across the key artwork. Monogram is not the only way to do the assignment, try to avoid concept simplicity. There should be distinctiveness as me an individual and it has to be differentiate with the others.

Specific: For the concept 1. The cloud can be seen but it just lack crafting for the design. For concept 2, it has their own uniqueness and it represent a puzzle more than ‘Yin&Yang’ which is my prev concept. Refining the D letter and makes it merge with the letter R would be one solution. The dot can be higher or bigger. But on the cost I have to work on the think and thin lines so it wont get problem when I reduce the typeface.

W7
General: For the lecture note, it should be our own word as the note from the lecturer video, it can be a summary. For, the key artwork animation it need to be clean, short not a movie. Whatever we expressing on the animation is the one that we animate. it’s need to be precise. We need minimum 3 collateral and T-shirt is a must. Make an instagram account based on the letters on our key artworks. The consistency of the style need to permeate the ig accounts. Visual Identity needs to be recognisable and memorable. Color its good to have strong dark colour, mid and light. Cannot light pastel because otherwise it’ll be weak. Minimum 9 tiles.

General: The ig’s bio needs to be filled according to the identity we’re making on. if we keep repeating the monogram, the power that monogram holds will reduce eventually. Repeating doesnt mean expanding it. Present the key artwork, one will be the primary color and behind its the neutral shade. We will have other color format which is the switched from the first one. The GIF animation is a must.

Specific: It’s vibrant and good to go.

REFLECTION

Experience

In this particular task, it was a fun and hardest one. I started the assignment a week late and that's make me having no much ideas for the key artwork initially. I found that describing myself into one two words are really hard as there is so many things that can describe me. But, alas I finally decided on one topic. To be honestly, I encounter many attempts while trying to refine my key artwork with a not so solid idea at first. It took me a lot and messy process. However, despite the hurdle I encounter on the exercise 2A, I have a lot of fun doing the 2B. As I've been thinking and re-thinking about my idea to make it solid, I finally found a suit idea that I want to expand.

Observation

I observe that I very much enjoy searching ideas for my collateral. I went up to pentagram and Pinterest a lot just to scroll to and observe how cool designers expand a brand. Honestly, I was just scrolling through and having fun but it sort of train me in a way? like after those hours of scrolling I feel like my sense getting refine by a lil bit.

Findings

Through this task I finally found a website that have nice and cool mock-ups. I tend to save them on my drive so they became one of assets that I have offline now. Also, going back to exercise 1, I learn a lot to organise my thought more particularly about myself.

Arwinda Nurul Izza 0349913

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Advanced Typography: Task 2(A,B)

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