Advanced Typography Task 2: Key Artwork

October 09, 2024

Advanced Typography Task 2: Key Artwork

27 April 2024- 3 July 2024

NABIL JULIUS DORN (037978)

(Advanced typography) | Bachelor of Design in Creative Media | Taylor's University

Task 2a &b: Key Artwork

WEEK 4-8

List

LECTURES

Week 5:

Perception & Organization

Perception:

Contrast

Perception in typography deals with the visual navigation and interpretation of the reader via contrast, form and organization of the content. Content can be textual, visual, graphical or in the form of color. However our focus today is in typography.

Fig 1.1.1 Contrast, Week 5 (22/10/24)

It is important to create contrast to create distinction or differentiation between information.

7 Types of contrast

1. Size

Fig 1.1.2 Size contrast example, Week 5 (22/10/24)

Contrast size provides a point to which the readers attention is drawn. The most common use of size is making a title/heading noticeably bigger compared to the body of text.

2. Weight

Fig 1.1.3 Weight different example, Week 5 (22/10/24)

Describes how bold type can stand out in the middle of the lighter type of the same style. Using rules/spots/squares also provide a heavy area for an emphasized point of visual attraction.

3. Form

Fig 1.1.4 Form contrast example, Week 5 (22/10/24)

Using different weights to create contrast is an important factor when dealing with information. A distinction between a capital letter and lowercase equivalent, or a Roman letter and its italic variant, condensed with their expanded versions.

4. Structure

Fig 1.1.5 Contrast in structure, Week 5 (22/10/24)

Structure means the different letterforms of different kinds of typefaces. For example, a monoline sans serif and a traditional serif, or an italic and a blackletter.

5. Texture

Fig 1.1.6 Texture in contrast example, Week 5 (22/10/24)

Fig 1.1.7 Texture in contrast example, Week 5 (22/10/24)

Created by putting the contrasts of size, weight form, and structure together. Texture refers to the way the lines of type look as a whole, up close, and from a distance.

6. Direction

Fig 1.1.8 Direction example in contrast, Week 5 (22/10/24)

Contrast of direction is the opposition between vertical and horizontal, and the angles in between. Turning one word on its side can have a dramatic effect on a layout.

7. Color

Fig 1.1.9 Example of color contrast, Week 5 (22/10/24)

The use of color is suggested that a second color is often less emphatic in values than plain black on white.

Fig 1.1.10 Carl Dair's seven typographical contrast, Week 5 (22/10/24)

Fig 1.1.11 Typographical contrast devised by Rudi Ruegg, Week 5 (22/10/24)

Form

Form refers to the overall look and feel of the elements that make up the typographic composition. It is the part that plays a role in visual impact and first impressions.

A good form in typography tends to be visually intriguing to the eye; it leads the eye from one point to the other, it entertains the mind and is the most often memorable.

Fig 1.1.12 Form, Week 5 (22/10/24)

Originating from the Greek words "typos" (form) and "graphis" (writing), typography means to write in accordance with form. Typography can be seen as having two functions

to represent a concept
to do so in a visual form

Displaying type as a form provides a sense of letterforms' unique characteristics and abstract presentation.

Fig 1.1.13 Examples, Week 5 (22/10/24)

The interplay of meaning and form brings a balanced harmony of both in terms of function and expression.

When a typeface is perceived by form, it no longer reads as a letter because it has been manipulated by distortion, texture, enlargement, and has been extruded into a space.

Fig 1.1.14 Examples, Week 5 (22/10/24)

Organization / Gestalt

A German word meaning the way a thing has been "placed", or "put together". It is an attempt to understand the laws behind the ability to acquire and maintain meaningful perceptions. This theory emphasizes that the whole of anything is greater than its parts --based on the idea that the things we experience are a unified whole.

Fig 1.1.15 Gestalt theory, Week 5 (22/10/24)

Law of similarity

States that elements that are similar to each other tend to be perceived as a unified group
Similarity can refer to any number of features, including color, orientation, size or indeed motion.

Law of proximity

State elements that are close together tend to be perceived as a unified group
Items close to each other tend to be grouped together, whereas items further apart are less likely to be grouped together

Law of closure

Refers to the minds tendency to see complete figures or forms even if a picture is incomplete, partially hidden, or part of the information needed to make a complete picture in our minds is missing

Law of continuation

Holds that humans tend to perceive each of two or more objects as a different, singular, and uninterrupted object even when they intersect.
The alignment of the objects or forms, plays a major role in this principle

INSTRUCTIONS

This is the Module Information Booklet for this module:

TASK 2(A)

Key Artwork

In task 2A, we were given the instructions to create a key artwork/wordmark of our own name.

In task 2B, we were required to use the wordmark that we created from task 2A and expand the visual identity and apply its design to chosen collaterals. This included creating a layout design for my own Instagram page.

For the first part of this task, we were asked to create a mind map that defines who we are.

Fig 1.2.1 Mind map about me, Week 4 (15/10/24)

Moodboard

With this, I began scouring the internet for inspiration and some sort of direction. As seen in the previous task, I have a bias for grungy metal-inspired or sci-fi tech art styles. Here are some inspirations I found on pinterest:

Fig 1.2.1 Inspiration 1, Week 3 (8/10/24)

Fig 1.2.2 Inspiration 2, Week 3 (8/10/24)

Sketches

Using the inspirations I found on Pinterest, I began sketching and attempting to draft some ideas I had in mind. I initially started with my initials; N, J and D. My rough sketch following the inspiration found in Fig 1.2.1, did not turn out great at all so I decided to just continue with the techy and futuristic look and brand.

Fig 1.2.3 Draft 1, Week 3 (8/10/24)

After Mr. Vinod briefed us on the task, he stated that he requires a minimum of 4 alphabets. I then brainstormed for a while thinking on what I could use as my wordmark and came up with NDOT. I initially wanted to go for NdotJPG but i thought it was too long for the idea I had.

Fig 1.2.3 Draft 2, Week 3 (8/10/24)

I felt like this didnt really follow the idea I had in mind, my idea was to have a blocky futuristic industrial aesthetic to the typeface.

I continued searching on Pinterest for designs that fit my idea and used alphabets that I was going to use so that I had some reference.

Fig 1.2.4 Typeface made my An Gorski, Week 3 (8/10/24)

Digitization

Using this as my reference font, I tried replicating it just to get a feel for the style and vibe.

Fig 1..2.5 Replicated font using NDOT, Week 3 (8/10/24)

I felt like the spacing between the blocks was too little and blended together when read for a further distance, so I tried spacing it out a bit more.

Fig 1..2.6 Replicated font using NDOT, Week 3 (8/10/24)

I didnt like the look of the D as the negative space makes it instinctively read as an A and not a D. I played around with the shapes and negative spaces between the alphabets.

I made a few variations:

Fig 1..2.7 NDOT wordmark variations, Week 4 (15/10/24)

Try asking your peers and friends that aren't related to design if they are able to read it and test its legibility from unbiased sources. I cant review it as I know the task and what you're trying to portray here.

Following the feedback from Mr. Vinod, I asked my peers and friends. The feedback received was that the D seemed to be confused as a K because of the negative space again. Some people also read the O as a E.

I made the changes and tried again. Here are the new variations:

Fig 1..2.8 NDOT wordmark variations 2, Week 4 (15/10/24)

With these two variations, a lot more people recognized the shapes which made it easier to read. Keeping the most prominent silhouette of the word makes it easier to read.

Now that the alphabet's were more legible, I tried messing with the different versions of the alphabets and came up with this version.

Fig 1..2.9 NDOT wordmark Final Variation, Week 4 (15/10/24)

The letterspacing between D and O needs to be fixed, there is too much of a gap which is very obvious from far distances, it gives it the illusion of looking like ND OT.

Following that feedback, I made the required fixes.

Here is the final final variation approved by Mr. Vinod:

Fig 1..2.10 NDOT wordmark Final final Variation, Week 4 (15/10/24)

This final variation maintains the horizontal gap/slash throughout the alphabets D O T which gives it continuity.

Color application

We were then required to come up with the color scheme for our brand that will be used in Task 2(B).

Requirements:

Black wordmark on white background
White wordmark on black background
Color palette
Wordmark in actual colors on lightest shade of color palette
Wordmark in lightest colors on darkest shade of color palette
Wordmark animation (Gif format)

1024 x 1024px, 300 dpi each

Keeping in mind that my brand was going to be a futuristic clothing brand, I wanted to use some vibrant contrasting colors that maintained the cyberpunk feel.

Fig 1..2.11 NDOT color palette testing, Week 5 (22/10/24)

The one I ended up settling on was this:

Fig 1.2.12 NDOT color palette, Week 5 (22/10/24)

Animation

via GIPHY

Final outcome

Fig 1.2.12 NDOT, Week 5 (22/10/24)

PDF version

Task 2(B)

Collateral Week 6 - Week 7

In this part of the task, we were required to use the workmark made and color palette chosen in Task2(A).

Requirements:

Collateral 1,2 and 3
Self portrait with our logo/ expansion
Instagram handle and link
IG screen grab with good resolution. IG featuring 9 tiles and profile must feature a bio.

1024 x 1024px, 300 dpi each

Here are some of the tiles ive already made for the IG screen grab

Fig 1.2.13 NDOT first IG tiles, Week 5 (22/10/24)

Collateral 1

I then proceeded to work on my collaterals. I wanted to make a futuristic cyberpunk helmet as one of my collaterals and thankfully found one for free from sketchfab.

Fig 1.2.14 Helmet collateral, Week 5 (22/10/24)

I felt like it was too plain and wanted to make it look more futuristic with more visual elements.

Fig 1.2.15 Helmet collateral matcap view, Week 5 (22/10/24)

Fig 1.2.16 Helmet collateral scene layout, Week 5 (22/10/24)

I also adjusted the color scheme of the helmet to fit the palette of my brand. I also adjusted the lighting set up and helmet position and rendered the image. I also decided to render multiple angles just in case.

Fig 1.2.17 Helmet collateral camera view, Week 5 (22/10/24)

I then post processed it and added some other design elements to the render. Here is my first collateral.

Fig 1.2.18 Helmet collateral final output, Week 5 (22/10/24)

Collateral 2

I also wanted to include a billboard collateral also which shows the brand as an advertisement. Using a template from envato elements, I found the perfect collateral for this idea of mine.

Fig 1.2.19 Billboard collateral final output, Week 5 (22/10/24)

Collateral 3

For the last collateral, I wanted to showcase another product for this clothing brand and couldn't decide between two that I made.

Fig 1.2.20 Clothing with packaging collateral final output, Week 5 (22/10/24)

Fig 1.2.21 Clothing collateral final output, Week 5 (22/10/24)

I ultimately made the decision of using Fig 1.2.21 in my final IG layout.

Portrait expansion

I then took a picture of myself as Mr Vinod requested.

Fig 1.2.22 Self portrait, Week 5 (22/10/24)

Using this image, Mr Vinod wanted us to include our brand and expansion.

I decided to use a gradient map following my brand color palette and overlay that on myself. I also added some design elements and my wordmark behind my head. Here is the final output

Fig 1.2.23 Self portrait edited, Week 5 (22/10/24)

Expansions

For my expansion, I wanted to use the N from NDOT and make that a pattern.

Fig 1.2.24 N pattern, Week 5 (22/10/24)

I used the main color scheme of the brand to make an interesting looking gradient in Illustrator, this gradient was also used in Fig 1.2.20 and Fig 1.2.21.

Fig 1.2.25 Color palette in gradient, Week 5 (22/10/24)

I made a clipping mask of the gradient onto the pattern.

Fig 1.2.26 Color palette clipped on pattern, Week 5 (22/10/24)

I then added more design elements around the expansion and added my keyword.

Fig 1.2.27 Final expansion output, Week 5 (22/10/24)

Instagram Tiles

Fig 1.2.28 Final IG layout, Week 5 (22/10/24)

With that, I have the rest of my layout and missing tiles completed. Here is the final IG layout composition

Fig 1.2.28 Final IG layout, Week 5 (22/10/24)

Instagram link: NDOT

Lastly we were required to animate our wordmark.

via GIPHY

Final output

Fig 1.2.28 Collateral 1, Week 5 (22/10/24)

Fig 1.2.28 Collateral 2, Week 5 (22/10/24)

Fig 1.2.28 Collateral 3, Week 5 (22/10/24)

Fig 1.2.28 Portrait expansion, Week 5 (22/10/24)

Fig 1.2.28 Collateral 4, Week 5 (22/10/24)

Fig 1.2.28 IG layout, Week 5 (22/10/24)

FEEDBACK

Week 4

General feedback:

- Use the specific characteristic and identity of the wordmark and expand it.

- Use the aspect of the wordmark, expand it.

- Get feedback from your peers on readability.

Specific feedback:

- The legibility of the words is lost in the more blocky techy versions but the more simplistic design also lacks excitement.

- Mr Vinod cant give a lot of feedback on the legibility of the wordmark as he knows the goal of it. Feedback from peers would be better when it comes to legibility.

Week 6

General feedback:

- Consider negative spaces for letters

Specific feedback:

- When regular people view design, they may not always get the designers perspective and vision. Sometimes its okay to go with your gut

- Letter spacing for your alphabet D and O needs to be adjusted to make it seem more even

Week 7

General Feedback:

- Your collateral should show your brand clearly

Specific Feedback:

- The wordmark needs to be more noticeable in the collaterals you have chosen

REFLECTIONS

Experience

During this task, I learnt a lot about type design and creating my own wordmark/brand. It was a lot of fun coming up with the wordmark and making something that excited me. Even though there were many obstacles along the way, it was a good experience.

Observation

I realized the nuances of creating a wordmark and what goes into creating an impactful wordmark. It made me think a lot about other wordmark brands out there and how they showcase their collaterals to the mainstream market.

Findings

Designing the wordmark allowed me freedom to explore my own brand and gave me a sense of achievement. Crafting a unique wordmark proved to be both challenging and rewarding.