29.04.2022 - 27.05.2022 (Week 6 - Week 9)Chung Jia Xuan / 0346630
Advanced Typography / Bachelor of Design in Creative Media
Task 2: Key Artwork and Collateral
INSTRUCTIONS
Task 2A - Key Artwork
For this exercise, we have to design a key artwork as a logo. We are to use our name or initials. The key artwork will then be used in Task 2B which is Collateral. We are to use visual elements and graphical elements.
Ideation
I decided to use EME which is the short form of my english name Emeline to start with this task. Mr Vinod said we are also to design something based on our identity and my initial idea was to create something related to sports.
I did some sketches of the letter EME and some with EC (Emeline Chung) and then digitalised them to see which I want to work with. When i sketches out some of the design in my mind, I then figure out the identity I want to work with, which is a fitness centre.
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| Figure 1.1 Initial Sketches |
Digitization
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| Figure 1.2 Digitized Key Artwork |
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| Figure 1.3 Final choice of Key Artwork |
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| Figure 1.4 Key Artwork in black and white |
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| Figure 1.5 Key Artwork in black and white (inverted) |
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| Figure 1.6 Modified Key Artwork |
I changed the line design of my 'E' letter into an irregular form. During our feedback session in week 9, Mr Vinod said the form does not represent or bring out any meaning of fitness. After a few attempts, I tried changing the line into triangular shape to bring out the sense of speed. I think that suit the fitness theme much better. After some adjustment and colour changes, I decided to go with the logo consisting white and red colour and with a dark colour background.
Final Outcome in JPG - Task 2A : Key Artwork
Final Outcome in PDF - Task 2A : Key Artwork
Figure 2.0 Final key artwork in black and white
Figure 2.1 Final key artwork in black and white(inverted)
Figure 2.2 Final coloured key artwork
The next thing is then to work on my poster, an animated invite and collaterals. The first thing I do is doing some research on the internet. Most fitness poster uses photos taken at the gym/ photos of people doing gym as their poster background. After searching for various of poster backgrounds, I found the background that I like then I started to add more design on it.
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| Figure 2.3 Chosen poster background |
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Poster Attempts
I've tried adding different shapes and elements to my design to see which look the best.
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| Figure 2.4 Poster Attempt |
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Figure 2.5 Poster Attempt
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Final Outcome in JPG - Task 2 : Poster
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| Figure 2.6 Final Poster Design |
Invitation Attempts
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Figure 2.7 Invitation Attempt
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Figure 2.8 Invitation Attempt
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I started to work on my invitation. I had tried out different style but still think the backgrounf for my poster suit the best.
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| Figure 2.9 Invitation Design |
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Animated Invite
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| Figure 3.0 Animated Invitation |
Task Exercise 2B - Collaterals
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Figure 2.8 Collaterals design
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Final Submission in JPG - Task 2B: Poster, Animated Invite & Collaterals
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| Figure 3.2 Animated Invitation |
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| Figure 3.3 Collaterals design |
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Final Submission in PDF - Task 2B: Poster, Invitation & Collaterals
Poster
Invitation
Figure 3.5 Final Invitation
Animated invitation
Figure 3.6 Final Animated Invitation
Collaterals
Figure 3.7 Final Collateral Design
FEEDBACKS
Week 6
General Feedback
Color choices for the key artwork has to be minimal. The colours should not consist of light colors like yellow or pink. Becareful with the positive and negative space whethere it is too much or too little.
Do more research and explore more of my key artwork.
Week 7
General Feedback
Independant Learning Week.
Specific Feedback
Independant Learning Week.
Week 9
General Feedback
Make sure the poster reflects the key artwork.
Key Artwork is OK but can be modified better. Poster has to include keyartwork and make sure the poster reflects the key artwork.
REFLECTIONS
Based on my Experience, Observations and Findings respectively.
To be honest, I am not satisfied with my works especially the key artwork. I got a little exhausted dealing with other assignments so I did not really enjoy the process. I put in more effort in the Task 2B part hoping I won't screw up the entire project.
During task 2, I learn to apply and modify different colours and patterns into my work. From my poster designs, I observed that different colours and shapes really do bring out different feeling ad outcome.
Visual communication is so important in design and I have to work hard to study and experience more about how different design elements bring the best out of design.
A Type Primer by John Kane
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| Figure 3.4 Book Cover of A Type Primer |
As the below typefaces demonstrate, they carry an endless variety of character, personality, history, and style. Display typefaces are meant to be 'seen' more than read. The very characteristics that make display typefaces attractive at large scale is the extreme compression or extension of form, unusually large or small counter forms, complex details or strong pictorial references.
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Figure 3.6 Display typefaces,
source: A type primer |
Contrast, as the most powerful dynamic in design as applied in to type is demonstrated below. Combining different contrasts produces numerous variations: small+organic/ large+machines/ many+light, etc.
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Figure 3.7 Different contrasts in type
source: A type primer |
Simple choices in typeface, size, weight and position can strengthen representation of the concepts, objects and actions that words describe.
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Figure 3.8 Type expressions
source: A type primer |
From the above example, 'quite' is small and lowercase, while 'loud' is uppercased and large, bringing out both the meanings of these two words. The 'missing' is missing it's 'I' representing the literal meaning of the word, while the letter 'd' in the word 'added' feels like it has just been 'added' to the word representing the process of being added.
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Figure 3.9 simple placements
source: A type primer |
From the top right example, we can see that simply breaking the letters apart suggests a dancer moving. In the bottom left example, the repetition of the word suggests different kind of rhythm while the bottom right seems like it has a consistent beat.
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