Advanced Typography - Task 2 (Key artwork & Collateral)
Ameera Rihana binti Remy Ansara
Advanced Typography / Bachelor of (hons) in Creative Media
Task 2 - Key artwork & Collateral
LECTURES
Lecture: Refer to Task 1
INSTRUCTIONS
Task 2A: Designing Key Artwork
Recap
Create a cool and memorable logo using your name. Play around with different styles and layouts until you find something that looks balanced and elegant. The final design should be simple, clear, and easy to understand.
a) Experiment with Styles:
- Try different fonts, sizes, and arrangements of your name.
- Mix and match to see what looks best.
b) Focus on Balance:
- Ensure the design feels balanced and looks good as a whole.
- Avoid making it too complicated or confusing.
c) Final Design:
- Your final logo should be elegant, functional, and communicative.
- It will be used in future projects, so make it something memorable and exciting.
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1. Ideation & Sketches
a) Mind map & Exploration
Fig 0.01 Mind map "Sheero", Week 5 (21/5/2024)
Before we began with the digitization, our lecturer advised us to explore and create a mind map about our own identity. For my logo ideation, I decided to go with a name called "Sheero", another identity of me I wished to explore.
Firstly, I listed down my favorite themes that started with space, games, music and stories. Then, I branched out the keywords based on my favorite things. I circled out the possible keywords that I wanted to use for my logo.
Sheero's identity to me is quite unknown. There are many directions to go with this but I imagined the name to be fun, groovy and artistic. Once I have made up my mind, I narrowed down the possible keywords for my logo.
Chosen keywords: asteroids, stars, planets, groovy, glamorous, fantasy, castle, unknown
Fig 0.02 Mood board (categorized), Week 5 (21/5/2024)
b) Sketches
After gathering some inspiration, I've sketched a bunch of different logos to explore my options since I haven't decided on the final look for my key artwork yet.
2. Digitization
Fig 0.04 Digitization process, Week 5 (23/5/2024)
After preparing the sketches, I started digitizing some of the selected ones that had more relations to my theme and my favorite ones.
Option #1: When I designed this key artwork, I imagined a planet "Saturn" with a ring around the planet. However, adding a ring to it might cause the elements to overlap which can be distracting.
Fig 0.03 Idea Sketches, Week 5 (21/5/2024)
2. Digitization
After preparing the sketches, I started digitizing some of the selected ones that had more relations to my theme and my favorite ones.
Option #1: When I designed this key artwork, I imagined a planet "Saturn" with a ring around the planet. However, adding a ring to it might cause the elements to overlap which can be distracting.
Option #2: I slightly changed my direction by adding "glamor" and "stars" into the theme. I tried to make the letterforms looked poised and sharp looking.
Option #3: When I thought of space, I thought of asteroids. I tried to make these letters looked like rocks, one that looked out of shape and the other more stabilized. Unfortunately, it might looked really hard to read the letters.
Option #4: My fourth idea was inspired by my first design. I put an arc on top to make it look like a shooting star.
Option #5: My last option is quite similar to option #2. I decided to twist it by rearranging the position and add more sharp points that looked like stars. I thought of the position by making it look like a silhouette of a castle.
Fig 0.05 Chosen key artwork, Week 5 (23/5/2024)
Chosen key artwork: Option #1
Reasoning: I think this design resonated more with my identity. It looked fun and groovy. It's space groove. I was never a person that is covered with glamor.
Final keywords: Space, groove, planet, stars
3. Refinements on key artwork
Fig 0.06 Feedback Session, Week 6 (27/5/2024)
Once we have our designated logo, we proceeded on printing them on a collateral for some feedbacks. Based on Mr. Vinod's feedback, I was told that the logo has potential but it clearly looked out of shape and lacked consistency. A different kind of star should also be used.
Pencil marks: Corrections needed to be made
Fig 0.07 Refinements #1, Week 6 (28/5/2024)
After that, I made some changes to letter "e" by adding more curves and letter "o" by changing the oval.
Fig 0.09 Refinements #3, Week 6 (28/5/2024)
With further feedbacks, the gaps in between the letters lacked consistency and the stars were too small. So, I adjusted the gaps that looked out of place and changed it to one star.
Fig 0.10 Refinements #4 and #5, Week 6 (28/5/2024)
4. Color Palette (key artwork)
Fig 0.11 Color exploration, Week 6 (28/5/2024)
I was initially planning to go with this color palette for my logo. However, I decided to choose a different color after my logo had undergone through many changes.
Link: Color Hunt
Fig 0.12 Chosen Color Palette, Week 6 (28/5/2024)
Final Task 2A: Key Artwork
Fig 0.13 Final Key Artwork (black and white) JPEG, Week 6 (29/5/2024)
Fig 0.14 Final Key Artwork (black and white) JPEG, Week 6 (29/5/2024)
Fig 0.15 Final Key Artwork (colored) JPEG, Week 6 (29/5/2024)
Fig 0.16 Final Key Artwork (colored) JPEG, Week 6 (29/5/2024)
Fig 0.17 Final Key Artwork (colored) JPEG, Week 6 (29/5/2024)
Fig 0.18 Final Key Artwork PDF, Week 6 (29/5/2024)
Task 2B: Collateral
Recap
In order to have a better understanding about key artwork expansion, I looked up on the suggested website named Pentagram. I came across this identity called Rayse which act as a platform that gives clients and agents clear, real-time updates on residential real estate deals. It uses a dot as the main expansion. It appeared to be simple but the expansion looked really interesting.
Fig 1.1 Attempt #1 at expansion, Week 7 (31/5/2024)
With further improvements, the expansion of the new logo looked a little more joyful compared to my previous design including the color scheme. For the second attempt, I choose three collaterals; a shirt, a book cover and a tote bag for representing my brand.
Fig 1.3 Expansion Design #2, Week 7 (31/5/2024)
When I was designing my expansion, I tried to incorporate my theme by adding space elements. I crafted it to make it look like an alien mask and a milky way by using some letters from the logo I created.
Fig 1.4 Final look of attempt #2, Week 7 (1/6/2024)
For the final look, I tried to create some interplay between the frames but it didn't look great as it looked like it was a missing puzzle. After further feedbacks, I was told that there were a lot of repetitive elements and the galaxy elements were too much. I had a bit of some issues with the logo too so I continued to fix the problem and redo my key artwork expansion.
Fig 1.5 Chosen collaterals attempt #3, Week 7 (1/6/2024)
In this round, I changed my collaterals for a new outlook by choosing from a website (Collateral: mug, hoodie, tote bad, phone cover).
Mock-up link: https://mockey.ai/landing
Fig 1.6 Expansion design attempt #3, Week 7 (1/6/2024)
Before I began with the collaterals, I tried to come up some simple designs by incorporating some traits for what kind of a person this character is. By keeping the feedbacks in mind, I tried to minimize the repetitiveness as much as possible.
Once I have planned out the expansion, I applied them into the chosen collaterals. At the same time, I changed the background of the collaterals to blend in together with the color scheme so that it did not looked out of place.
To make a small interaction with the background, I placed the letter "O" in front of my hand to make it seem I was catching an asteroid.
Fig 1.8 Final outlook for attempt #3, Week 7 (1/6/2024)
Fig 1.9 Evolution of key artwork expansion, Week 7 (1/6/2024)
Once I have completed the expansion, I began to rearrange them according to the color schemes and proceed to include them into Instagram posts.
Fig 1.10 Screengrab of Instagram post, Week 7 (1/6/2024)
The whole transformation of ideas depicts a girl's love towards space and galaxy. A colorful scheme was chosen to show its quirkiness and joyfulness. I had organized the layout with a 3x3 layout. I did it to make visually colorful and appealing to promote my key artwork and developed it as my personal branding.
Fig 1.11 Interesting logo animation, Week 7 (2/6/2024)
I gathered a bit of research by watching some tutorial videos to learn some simple techniques about animation in After Effects. I decided to apply one of those techniques to my design and adjusted it accordingly to my preferences.
To gather some inspiration, I looked up to different motions of logos to find a specific style that suited my key artwork. I decided to have some bounce animation with some smoothness and simplicity.
2) Digitization
After I have imported the file into After Effects, I began adjusting the keyframes of each letters by using scale to have the bouncy effect.
Fig 1.15 Logo Digitization attempt #2, Week 7 (3/6/2024)
I also decided to add some animation to the star. To make it move like a shooting star, I used a pen tool to draw a curve connecting to the star, highlighted with the same color and adjusted the keyframes.
Fig 1.16 Logo Digitization attempt #3, Week 7 (3/6/2024)
For the final step, I added a null effect and linked the provided elements by dragging it. I added keyframes to the null's position to make the logo appeared it was being pulled slightly from the left.
Fig 1.17 Key artwork Animation, Week 7 (3/6/2024)
Fig 2.1 Key artwork expansion #2 JPEG, Week 7 (3/6/2024)
Fig 2.3 Key artwork collateral #2 JPEG, Week 7 (3/6/2024)
Fig 2.4 Self-portrait JPEG, Week 7 (3/6/2024)
Fig 2.4 Key artwork collateral #4 JPEG, Week 7 (3/6/2024)
Fig 2.4 Color Scheme JPEG, Week 7 (3/6/2024)
Fig 2.5 Key artwork expansion #3 JPEG, Week 7 (3/6/2024)
Fig 2.7 Final Animation Key Artwork JPEG, Week 7 (3/6/2024)
You are tasked to design a t-shirt, lapel pin, an animated key artwork and an Instagram account (or as instructed in class) transforming the key artwork into a brand. Students will work on the animated key artwork first and fine-tune the outcomes before going on to the and other collateral material: t-shirt, lapel pin and finally an Instagram account. The output must result from in-depth exploration and must communicate both visually an textually the desired message and mood set by the key artwork and its function.
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1) Visual References
Fig 1.0 Rayse (Brand Identity) from Pentagram, Week 6 (29/5/2024)
2) Key artwork expansion
Fig 1.1 Attempt #1 at expansion, Week 7 (31/5/2024)
Before I began with my key expansion I decided to test out my first attempt on the expansion with my old design. However, this whole idea was discarded when my logo design started to change after further feedbacks.
Fig 1.2 Chosen collaterals attempt #2, Week 7 (31/5/2024)
Fig 1.3 Expansion Design #2, Week 7 (31/5/2024)
Fig 1.4 Final look of attempt #2, Week 7 (1/6/2024)
For the final look, I tried to create some interplay between the frames but it didn't look great as it looked like it was a missing puzzle. After further feedbacks, I was told that there were a lot of repetitive elements and the galaxy elements were too much. I had a bit of some issues with the logo too so I continued to fix the problem and redo my key artwork expansion.
Fig 1.5 Chosen collaterals attempt #3, Week 7 (1/6/2024)
In this round, I changed my collaterals for a new outlook by choosing from a website (Collateral: mug, hoodie, tote bad, phone cover).
Mock-up link: https://mockey.ai/landing
Fig 1.6 Expansion design attempt #3, Week 7 (1/6/2024)
Fig 1.7 Collateral design attempt #3, Week 7 (1/6/2024)
Fig 1.7 Key artwork self-portrait attempt #3, Week 7 (1/6/2024)
Fig 1.8 Final outlook for attempt #3, Week 7 (1/6/2024)
Fig 1.9 Evolution of key artwork expansion, Week 7 (1/6/2024)
3) Instagram Post
The whole transformation of ideas depicts a girl's love towards space and galaxy. A colorful scheme was chosen to show its quirkiness and joyfulness. I had organized the layout with a 3x3 layout. I did it to make visually colorful and appealing to promote my key artwork and developed it as my personal branding.
Instagram Link: https://www.instagram.com/sheero_is_spaced/
Key Artwork: Animation
1) Research and visual references
Fig 1.11 Interesting logo animation, Week 7 (2/6/2024)
Fig 1.12 Nature leave animation, Week 7 (2/6/2024)
Fig 1.13 Pro tips for logo animation. Week 7 (2/6/2024)
Fig 1.13 Pro tips for logo animation. Week 7 (2/6/2024)
Fig 1.13 Visual references, Week 7 (2/6/2024)
2) Digitization
Fig 1.14 Logo Digitization attempt #1, Week 7 (3/6/2024)
After I have imported the file into After Effects, I began adjusting the keyframes of each letters by using scale to have the bouncy effect.
Fig 1.15 Logo Digitization attempt #2, Week 7 (3/6/2024)
Fig 1.16 Logo Digitization attempt #3, Week 7 (3/6/2024)
For the final step, I added a null effect and linked the provided elements by dragging it. I added keyframes to the null's position to make the logo appeared it was being pulled slightly from the left.
Fig 1.17 Key artwork Animation, Week 7 (3/6/2024)
Final Collateral and Animation of Key Artwork
Fig 2.0 Key artwork expansion #1 JPEG, Week 7 (3/6/2024)
Fig 2.1 Key artwork expansion #2 JPEG, Week 7 (3/6/2024)
Fig 2.2 Key artwork collateral #1 JPEG, Week 7 (3/6/2024)
Fig 2.3 Key artwork collateral #2 JPEG, Week 7 (3/6/2024)
Fig 2.4 Self-portrait JPEG, Week 7 (3/6/2024)
Fig 2.4 Key artwork collateral #3 JPEG, Week 7 (3/6/2024)
Fig 2.4 Key artwork collateral #4 JPEG, Week 7 (3/6/2024)
Fig 2.4 Color Scheme JPEG, Week 7 (3/6/2024)
Fig 2.5 Key artwork expansion #3 JPEG, Week 7 (3/6/2024)
Fig 2.6 Screenshot of Instagram on desktop JPEG, Week 7 (3/6/2024)
Fig 2.7 Final Animation Key Artwork JPEG, Week 7 (3/6/2024)
Fig 2.8 Final Collateral and Expansion of Key Artwork PDF, Week 7 (3/6/2024)
FEEDBACKS
Week 8
(ILW)
Week 7
General feedback: Avoid repetitive use of your wordmark in Instagram tiles. Limit the overuse of your wordmark, pattern, or expansion to prevent a stale appearance. Ensure that the elements of your wordmark used in any expansion are clear and easily recognizable. Ensure that all your collaterals are purposeful and justifiable.
Specific feedback: The wordmark looks interesting just have more consistency in the gaps. Reduce the repetitiveness in expanding the wordmark in collaterals. The expansion can still be improved. The color schemes is good to go.
Week 6
General Feedback: A wordmark needs to have a presence and an impact. It is better to add thick and thin strokes together to be readable. All parts of your design needs to be rationalized. Thinner wordmarks lose presence when shrunk.
Specific feedback: The wordmark works quite well but the overall shape looks a little unbalanced. Just make a few adjustments on the arrangement of the letters. You can use a different type of star.
Week 5
General Feedback: Consider the purpose of your work and what it aims to convey or promote. Be mindful of white space, and ensure that it is neither too small nor too large.
REFLECTION
Experience
Creating a personal brand and expanding our key artwork is certainly an exciting experience. Overall I think I had an enjoyable time making this assignment. It allows us to discover more about our unknown identity and trains me into practicing a wide array of skills and concepts. Unfortunately, there were a few challenges that was needed to overcome. It took me quite a while to fix the logo due to its lack of consistency. It was slightly difficult at first to adjust the shape of logo and to maintain the style I was going for. In the end, it looked more refreshing than I thought it would be. Despite that, the assignment was fun and I am thankful for learning new techniques in design.
Observation
When individuals are deeply engaged in key artwork, they can enter a state of creative flow. This is characterized by intense focus, a loss of self-awareness, and a sense of timelessness based on my experience throughout the whole assignment. I have also discovered that the importance of color section really impacts your own brand identity as if it tells you a whole variation of story.
Findings
Artwork can have an impact on the audience, and observers can explore how the findings of the artwork resonate with viewers, evoke emotions, or provoke thoughts and discussions. This is something that I have to pay attention to because everyone has their own interpretation. Other than that, making a collateral item is not just about placing a key artwork, its about expanding and understanding the concept of your own identity.
FURTHER READING
Fig. 8.2 Type Classification and Identification
To find a certain style for my logo, I read about the different types of classification related to typefaces to make a final decision.
Fig. 8.3 Testing the Design
This explains some detail about adding different style and the process about creating typefaces.
I was curious to know what makes a sans serif square so unique.
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