Advanced Typography Task 2/Key Artwork and Collateral

TASK 2

15/05/2024 - 14/06/2024

Shao Han / 0369187

Advanced Typography / Bachelor of Design (Honours) in Creative Media / Taylors University

Task 2 - Key Artwork and Collateral

Assignment 2 (A) and Assignment 2 (B): Primary Artwork and Supporting Materials

TABLE OF CONTENTS

1. Instructions
2. Lectures
3. Exercises
4. Feedbacks
5. Reflections
6. Futher reading

INSTRUCTIONS

Module Information Booklet

LECTURE

Week5 :Perception And Organisation

Perception is the way in which something is respected, caught on or interpreted".Perception in typography bargains with the visual route and translation of the peruser through differentiate, frame and association of the substance. Substance can be literary, visual, graphical or within the frame of colour.

1. Size
2. Weight
3. Contrast of form
4. Contrast of structure
5. Contrast of texture
6. Contrast of colour
7. Contrast of direction.

• Contrast / Size

A contrast of size gives a point to which the reader's consideration is drawn. For case in case you have got a big letter and a little letter you'll obviously see the huge letter to begin with some time recently the little. The foremost common utilize of measure is in making a title or heading discernibly greater than the body text.

fig1.1 Example Of Contrast In Size,Week 5 (24/05/2024) 

• Contrast / Weight 

Weight refers to how bold type can stand out amidst lighter type of the same style. Besides using bold text, incorporating elements like lines, spots, or squares can also create a "heavy area" that serves as a strong visual focal point or emphasis, providing contrast not just through varying text weights.

fig1.2 Example Of Contrast In Weight,Week 5 (24/05/2024) 

• Contrast / Form

The contrast of form refers to the differences between a capital letter and its lowercase counterpart, or between a Roman letter and its italic version. This also includes the variations between condensed and expanded typefaces.

fig1.3 Example Of Contrast In Structure,Week 5 (24/05/2024) 

• Contrast / Structure 

Structure refers to the different letterforms or types of typefaces. For instance, it includes contrasts between a monoline sans serif and a traditional serif, or between an italic and a blackletter typeface.

  fig1.4 Example Of Contrast In Form,Week 5 (24/05/2024) 

• Contrast / Texture 

By combining contrasts of size, weight, form, and structure and applying them to blocks of text on a page, you create contrast in texture. Texture pertains to the overall appearance of lines of type both up close and from a distance. This effect depends on the letterforms themselves and their arrangement.

fig1.5 Example Of Contrast In Texture,Week 5 (24/05/2024) 

• Contrast /Direction

The contrast of direction involves the opposition between vertical and horizontal orientations, as well as the angles in between. Rotating a word to its side can significantly impact a layout. Text blocks also exhibit vertical or horizontal directional aspects. Combining wide blocks of long lines with tall columns of short lines can also create a directional contrast.

fig1.6 Example Of Contrast In Direction,Week 5 (24/05/2024) 

• Contrast / Colour

The use of colour suggests that a second colour often has a less emphatic impact than plain black on white. Therefore, it's important to consider which elements need emphasis and to pay attention to the tonal values of the colours used.

fig1.7 Example Of Contrast In Colour,Week 5 (24/05/2024) 

Form 

Form refers to the overall appearance and feel of the elements within a typographic composition. It significantly contributes to the visual impact and initial impressions. Good form in typography is visually engaging, guiding the eye from point to point, captivating the mind, and often being memorable.

fig1.8 Example Of Form,Week 5 (24/05/2024) 

Originating from the Greek words "typo" (form) and "graphics" (writing), typography means writing in accordance with form. Typography serves two functions:

1. To represent a concept
2. To convey it visually

Displaying type as a form highlights the unique characteristics and abstract presentation of letterforms.

fig1.9 Examples,Week 5 (24/05/2024) 

The interplay between meaning and form creates a balanced harmony in both function and expression. When a typeface is seen as a form, it ceases to be read as a letter because it has been altered through distortion, texture, enlargement, and extrusion into space.

fig1.10 Example Of Forms and Communication In Together,Week 5 (24/05/2024) 

Organisation / Gestalt 

Gestalt is a German word that means the way something has been "placed" or "put together." Gestalt Psychology seeks to understand the laws behind our ability to acquire and maintain meaningful perceptions. Gestalt psychologists, particularly Max Wertheimer, developed several "laws" that predict how perceptual grouping happens under various conditions. Technically, in science, laws are predictions that are always true. However, in practice, these laws are more accurately described as principles.

Gestalt theory emphasizes that the whole is greater than the sum of its parts, based on the idea that we perceive things as unified wholes. Instead of analyzing thoughts and behaviours into their smallest elements, Gestalt psychologists believed in considering the entire experience. In design, this means that the components or elements of a design are only as effective as the overall visual form. While each component may function well individually, the overall form is more significant than the sum of its parts.

fig1.11 Gestalt Principles,Week 5 (24/05/2024) 

Organisation / Gestalt: Perceptual Organisation / Groupings 

1. Law Of Similarity
2. Law Of Proximity 
3. Law Of Closure
4. Law Of Continuation
5. Law Of Symmetry
6. Law Of Simplicity (Praganz)

• The Law of Similarity

It is the gestalt grouping law that 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.

• The Law of Proximity

It is the gestalt grouping law that states elements that are close together tend to be perceived as a unified group. This straightforward law states that items close to each other tend to be grouped together, whereas items further apart are less likely to be grouped together.

fig1.12 Similarity and Proximity,Week 5 (24/05/2024) 

• The Law of Closure
  

Refers to the mind's tendency to see complete figures or forms even if a picture is incomplete, partially hidden by other objects, or if part of the information needed to make a complete picture in our minds is missing.

• Law of (Good) Continuation
  

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

fig1.13 Continuation and Closure,Week 5 (24/05/2024) 

• The Law of Symmetry 

You can find out more about these laws by viewing the links provided or simply Googling them. However keep in mind that you will find variation in the interpretation and you will have to weigh them all to come to a consensus.of your own.

fig1.14 Symmetry,Week 5 (24/05/2024) 

EXERCISE

TASK (A):KEY ARTWORK

Make a mind-map, create a moodboard or an inspo, determine a direction and

decipher it in words. Produce explorations of possible wordmark/lettering of your name(first name or pet name or pseudonym) with a minimum of at least 4-5 characters.

fig1.1 Mind map about yourself,Week 5（24/05/2024)

I search for the effects I want on Pinterest based on my ideas.

fig1.2 References,Week 5（24/05/2024)

My Draft

My initial plan is to use my last name: "Shao" to create my works.

fig1.3 My draft,Week 5（24/05/2024)

Digitizing

I sketched it by hand on the tablet and drew it through computer software. I changed some details in the process of computer drawing.

fig1.4 Preliminary product,Week 5（24/05/2024)

But I received feedback from the Mr. Vinod that the patterns I have drawn do not show obvious cat elements, and I do not see my reference and source of inspiration. I need to further change my work.

In this change, I added the cat ear element to the letter "o" and changed the circle in the center of the letter o into the shape of the eye, joining several letters together to form a whole.

fig1.5 Key artwork,Week 5（24/05/2024)

In the new week's homework revision, Mr.Vinod suggested that I deal with the details of the letters, the spacing between the spaces in the letters should be as uniform as possible, and the radians at the corners of the letters should also be adjusted.

fig1.6 Key artwork,Week 6 (30/5/2024)

Color palette design

The primary color I select from the Color portion is brown. Brown is commonly related with nature: soil, wood, and lavishness. This affiliation with nature gives brown tones a sense of warmth, consolation, and tranquility. The brown palette contains a classic and ageless quality to it. Brown is the color of eternality, coming full circle in plans that require steady demands. Colors like light brown and camel are warm and consoling. The brown palette can be associated to a assortment of arranging scenes since of its classic, dirty, and warm qualities.

Final color scheme

fig1.7 Color palette exploration, Week 6  (30/5/2024)

Final key artwork

fig1.8 Black wordmark on white background,Week 6 (30/5/2024)

fig1.9 White wordmark on black background
,Week 6 (30/5/2024)

fig1.10 Wordmark in actual colours on lightest shade of colour palette，Week 8  (12/6/2024)

fig1.11 Wordmark in lightest shade of colour palette on darkest shade of colour palette，Week 8  (12/6/2024)

fig1.12 Wordmark in actual colours on lightest shade of colour palette，Week 8  (12/6/.2024)

TASK(B): COLLATERAL 

fig1.13 Instagram，Week 8  (12/6/2024)

Instagram link  ：https://www.instagram.com/p/C8QcZ3ByqtL/?igsh=ODk2bGpmcjgyZTQ5

fig1.14 Key Artwork & Collateral，Week 8  (12/6/2024)

I think the comfortable colors such as round and lovely fonts and brown tie go well with T-shirts. They combine to make the feeling of relaxation more obvious, and the vivid font combination also makes T-shirts more lovely.

fig1.15 Collateral 1，Week 8  (12/6/2024)

The staggered pattern design is particularly eye-catching visually and has the feeling of jumping. I think this design matches the simple T-shirt very well, which is combined with the simple cutting way of the T-shirt and the staggered pattern to balance the visual perception.

fig1.16 Collateral 2，Week 8  (12/6/2024)

The simple pattern made me immediately think of matching it with the hat. The logo on the hat often uses the simplest form, which makes the hat become a fashionable item with all kinds of fashion, which is more favored by people.

fig1.17 Collateral 3，Week 8  (12/6/2024)

Later I tried to make a dynamic logo in AE. I want to show it through jumping animation, which can be associated with the appearance of the cat jumping and playing, so as to make my logo more smart.

fig1.18 AE process diagram，Week 8  (12/6/2024)

fig1.19 AE process diagram，Week 8  (12/6/2024)

Finnal KA Animation

fig1.20 KA Animation，Week 8（12/6/2024）

FEEDBACK

Week 5 Specific Feedback:I use too few letters. I should choose a name with more than four letters. General Feedback:The design of logo should be as simple and generous as possible, not too fancy.

Week 6 Specific Feedback:Font design needs to maintain the unity of fonts, such as keeping a relatively stable distance between letter strokes. General Feedback:Make sure your message is easy to understand and direct. Design a logo that is special and shows who we are, instead of making a logo that follows the current styles.

Week 7 Specific Feedback:I need to make a picture of the deepest background, the lightest letter and the deepest letter according to my color swatch, and have two clear extensions at the same time. General Feedback:Mr.Vinod explained why it's important to have a logo that can change to fit different screens and sizes so that it still looks good and is easy to recognize in various situations. Mr Vinod also recommended that we do a case study from the website Pentagram he gave us to get more ideas on how to expand our logo.

Week 8

No feedback for independent study week.

REFLECTION

Experience

In the whole process of learning, I learned how to design a simple and personalized logo, all the font design, we should learn how to innovate, make our design unique, but also enhance our value.

When we change the font design from manuscript to digital, we can also make some adjustments, so that the font can maintain the overall integrity while highlighting the characteristics, and maintain the unity and coordination of the details.

Through the practice at this stage, I have improved my efficiency and proficiency in using the software, learned a lot of ways to use the software, and improved my design level and production quality. at the same time, it makes more clear the importance of the innovation of design concept and detail control.

I will always carry out these experiences and make myself better.

Observation

I looked at the design features between different fonts, including their font shape, spacing, and so on. Analyze the effect of these fonts in different application scenarios to find the most suitable design.

Study the different styles and features of different fonts. For example, I want to design fonts that bring comfort and warmth to people, so I design them more rounded.

This paper observes the method of how words can be combined with images, and discusses the application of text design in daily life.

Findings

I found that fonts will affect the overall image and style of the brand, that is to say, the design of logo is closely related to the image and style of the brand, which plays a key role in shaping the brand. Different styles of font logo can convey different ideas. For example, high-end brand fonts logo tend to be more concise and modern, while traditional brands tend to use serif fonts.

Small design details also have a significant impact on the overall design effect. I found that the effect of the design can be greatly changed by adjusting font spacing, size, alignment and other details.

FURTHER READING

Typography, referenced : a comprehensive visual guide to the language, history, and practice of typography

Part 1: the language of fonts

• Fundamental terms: the book clarifies in detail the essential terms in text style plan, such as letter structure, typology, text style family, etc. Understanding these terms is the premise for acing textual style plan. 
• Text style classification: distinctive textual style classification strategies are presented, counting serif, sans serif, transcribed and embellishing. Each classification has its possess interesting characteristics and application scenarios. 
• Textual style determination and coordinating: gives rules for text style determination and collocation, emphasizing the appropriateness of textual styles in numerous settings. The significance of differentiate and consistency in textual style combinations is emphasized.

Part 2: the history of fonts

• The root of printing: this paper surveys the history of printing, from antiquated manual replicating to advanced computerized printing, and presents key authentic occasions and figures, such as Gutenberg and his mobile sort printing.

• Classic textual styles: this paper examines the authentic foundation and plan highlights of a few classical textual styles, such as Times Modern Roman, Helvetica and Garamond. Understanding the advancement and application of these textual styles is accommodating to get it the drift of cutting edge textual style plan.

• Creators and sorts: presents imperative textual style creators and classes in numerous verifiable periods, counting Bauhaus, Innovation and Postmodernism. Each school has its possess one of a kind plan concept and fashion.

Part 3: the practice of fonts

• Textual style plan prepare: clarifies the steps of textual style plan in detail, from conceptual conception, outlining to last digitization. The significance of detail and precision in text style plan is emphasized.

• Typesetting aptitudes: gives a riches of typesetting procedures, counting line dispersing, word dispersing, arrangement and the organization of content pieces. Through a huge number of cases, the book appears how to progress the coherence and visual request of the content through typesetting.

• Print and computerized media: the contrasts within the application of textual styles in print and computerized media are examined. Print textual styles require tall determination and detail preparing, while digital media textual styles have to be consider screen show and responsive plan.

Part 4: the application of fonts

• Brand and symbol: this paper talks about the application of text style in brand plan, and emphasizes the imperative part of textual style in passing on brand identity and values. The book gives a number of effective brand case thinks about.

• Book and magazine plan: appears the application of textual styles in book and magazine plan, and analyzes the impact of distinctive textual styles in several format plan through cases.

• Web pages and portable applications: presents textual style choice and typesetting procedures in web pages and versatile applications, emphasizing lucidness and client encounter. Pay extraordinary consideration to textual style alteration in responsive plan.

Part 5: future trend

• Technological development: this paper discusses the impact of new technologies on font design, such as variable font (Variable Fonts) and artificial intelligence (AI) font generation technology. The possible design changes brought about by these technologies are predicted.
• Multilingualism and globalization: the challenges and solutions of multilingual typesetting are discussed, and the diversity and inclusiveness of font design in the context of globalization are emphasized.
• Sustainable design: put forward the principles of sustainability in font design, such as the use of environmentally friendly materials and reduce the waste of resources, emphasizing the social responsibility of designers.

Conclusion

Through nitty gritty substance and wealthy visual cases, this book comprehensively appears the dialect, history and hone of textual style plan. This book is an basic reference instrument for any understudy and proficient who needs to know more approximately text style plan. By considering this book, perusers can not as it were ace the fundamental textual style plan aptitudes, but too have an in-depth understanding of the authentic foundation and future advancement slant of text style plan.