Advanced Typography - Task 2 : Key Artwork and Collateral

 

5/15/2024-  (week5-week7 )

Yang Jiayi/0369288

Advanced Typography Task2/Bachelor of Design (Honours) in Creative Media    

Task 2 Key Artwork and Collateral

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TABLE OF CONTENTS

1.Instructions

2.Lectures

3.Task 2

4.Feedback

5.Reflections

6.Further Reading

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1.Instructions

Module Information Booklet

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2.Lectures

week5 Perception And Organisation

Perception is the way in which something is regarded, understood or interpreted".Perception in typography deals with the visual navigation and interpretation of the reader via contrast, form and organisation of the content. Content can be textual, visual, graphical or in the form of colour.

• Size, 2.weight, 3. contrast of form, 4.contrast of structure, 5. contrast of texture,6.contrast of colour and 7,contrast of direction.

fig1.1 Contrast

• Contrast / Size
• A contrast of size provides a point to which the reader's attention is drawn. For example if you have a big letter and a small letter you will obviously see the big letter first before the small. The most common use of size is in making a title or heading noticeably bigger than the body text.

fig1.2 size

• Contrast /Weight
• Weight describes how bold type can stand out in the middle of lighter type of the same style. Other than then using bold, using rules, spot.squares is also provide a “heavy area" for a powerful point of visual attraction or emphasis, therefore not only types of varying weight.

fig1.3 weight

• Contrast / Form
• Contrast of form is the distinction between a capital letter and it slowercase equivalent, or a roman letter and its italic variant,condensed and expanded versions of typeface are also included under the contrast of form.

fig1.4 form

• Contrast /Structure
• Structure means the different letter forms of different kinds of typefaces. For example, a monoline sans serif and a traditional serif.or an italic and a black letter.

fig1.5 structure

• Contrast /Texture
• By putting together the contrasts of size, weight, form, and structure and applying them to a block of text on a page, you come to the contrast of texture. Texture refers to the way the lines of type look as a whole up close and from a distance. This depends partly on the letterforms themselves and partly on how they're arranged.

fig1.6 texture

• Contrast /Direction
• 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. Text blocks also have their vertical or horizontal aspects of direction. Mixing wide blocks of long lines with tall columns of short line can also create a contrast.

fig1.7 colour

• Contrast / Colour
• The use of color is suggested that a second color is often lessemphatic in values than plain black on white. Therefore it is important to give thought to which element needs to be emphasized and to pay attention to the tonal values of the colors that are used.

fig1.8 direction

Form

For refers to the overall look and feel of the elements that make up the typographic composition. lt 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 point to point, it entertains the mind and is most often memorable.

• to represent a concept
• to do so in a visual form.

fig 1.9 form

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

When a typeface is perceived as a 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 2.1

fig2.2 Example Of Forms and Communication 

fig2.3 Example Of Forms and Communication 

• Organisation /Gestalt

• Gestalt is a german word meaning the way a thing has been “placedor "put together". Gestalt Psychology is an attempt to understand the laws behind the ability to acquire and maintain meaningful perceptions.

Organisation/Gestalt: Perceptual Organisation/Groupings

• Law of Similarity
•  Law of Proximity
• Law of Closure
• Law of Continuation
• Law of Symetry
• Law of Simplicity

fig 2.4 Gestalt

• The Law of Similarity 
• 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 
• 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.

fig2.5 Similarity and Proximity 

• 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

fig2.6 closure and continuation

• 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.

fig2.7 symmetry

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3.Task 2

Task 2(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

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

fig1.2 references

My Draft

My initial plan is to use my own name: jiayi, to create my works

fig1.3 my draft

Digitizing

I drew a rough draft on the drawing and put it into AI

fig1.4 digitizing

fig1.5 Preliminary product

But I received feedback from the Mr. Vinod that the explanation of my work was insufficient, and the Jiayi I designed was more like a name, not a logo. I plan to redesign my work.

I like butterflies and want to add butterfly elements to my work. According to what Mr. Vinod said, my work should show what letters I designed. So I started to design

fig1.6 Key artwork

I got feedback from theMr. Vinod. TheMr. Vinod said that my font should have more butterfly elements, and suggested that my fonts should be closer to each other and the letters should be linked.

fig1.7 Key artwork

I added butterfly antennae to the letters Y, A, and G, and asked the teacher for advice. The teacher said that this would look more like a butterfly. I then adjusted some details to make the whole work look unified.

fig1.8 Key artwork

Task 2A：Final key artwork

fig1.9 Black wordmark on white background

fig2.1 White wordmark on black background

fig2.2 Colour palette

fig2.3 Wordmark in actual colours on the lightest shadeof your colour palette

fig2.4 Wordmark in the lightest shade of your colour paletteon the darkest shade of colour palette

I am designing an animated logo in AE. I want to use a gradual animation effect to gradually gather some fragments to form a complete logo.

fig2.5 AE process diagram

fig2.6 AE process diagram

fig2.7 AE process diagram

Finnal KA Animation

fig2.8 KA Animation

TASK(B): COLLATERAL

fig2.9 Collateral T-shirt

fig3.0 Collateral canvas bag

fig3.1 Collateral thermos cup

fig3.2 Instagram interface

 Instagram link：https://www.instagram.com/yangjiayi5162/

4.Feedback

Week5 Specific FeedbackThe teacher said that my explanation was not very prominent, so I plan to redesign and explain my ideas

Week6 Specific Feedback:This week the Mr. Vinod said that my overall design was good, but it lacked the butterfly element, so I added related elements. TheMr. Vinod said that it could be printed, and pointed out that some details of my fonts needed further modification. My fonts should be connected, not separated, and I should cleverly connect them together.

Week7 Specific Feedback:The Mr. Vinod said that I designed too many products, so I reduced them. The Mr. Vinod said that my overall font design was good and liked the canvas bag I designed more, but my extended image was too name-like, so I modified the extended image by enlarging the letters in the font instead of the name design itself.

5.Reflection

Experience

In this project, I learned how to stylize names. First of all, I need to have my own ideas and design concepts before I can create. I need to be clear about the concepts I want to express and make the readers' eyes light up. I also need to pay attention to the name itself and make sure that each of my letters has corresponding elements or similar elements. The teacher likes my design, which also increases my motivation to design. I also need to learn to feel and learn the styles of other creators' works.

Observation

I found that incorporating graphic elements into the letters of a name can increase the uniqueness and recognition of the name, and we must also be particular about the choice of colors. Colors will give different feelings to different people, so I have also tried many colors to choose in my creation, and finally I made the most people feel comfortable with the color that I want to express the main meaning. The teacher told us in our creation that the design should be kept simple, not too many elements, and not too complicated. We should also maintain clarity and readability when making expansion diagrams.

Findings

Through this project, I also learned about brand design software, which can place your designed logo on the product you want. I think it is very interesting. I tried many products and finally chose three that I think are good. The Mr. Vinod also took a fancy to my canvas bag design. If it is for sale, the Mr. Vinod is willing to buy my canvas bag，I also think that balance and symmetry are very important in brand logo design. I want the overall design to be visually balanced and symmetrical, and the spacing between letters should also be coordinated. In my initial design, the teacher raised this issue, and I made some adjustments in the end.

6.Further reading

Ever since the first scribes lettered books by hand centuries ago, the primary goal of typography has been readability. If the typography makes the information on the page harder to read, no matter how "pretty" the layout is or how "unique" the font selection is, the page fails in its main duty: to transfer information to the reader efficiently.

Renowned publication designer Jan White states, "We prefer designs that are logical and visually structured. These basic ideas not only make reading easier for the reader but also make the designer's job simpler." (The Grid Book, Letraset 1987)

Writing a report may not seem to require much design knowledge, but as soon as one chooses a specific font or adjusts the margins to create more white space, the author becomes a designer. By learning about the differences between fonts, how fonts "work" on the computer, and how to use various computer font options, the "designer" can produce a report that not only contains useful information but is also easy to read and therefore easy to understand.

Fonts are available in various sizes and are measured using a system called points. Computers standardize this by using 72 points per inch, while traditional typography used 72.27 points per inch, a measurement that is rarely used today.

Different font designs at the same point size can physically differ in size. The appropriate size for a font depends on its usage, but this can be somewhat subjective. Typically, body text should range from 9 to 12 points, depending on the font, the audience, and the column width. Some fonts are readable at smaller sizes, while others require larger sizes. Consider the age of the audience; older readers need larger fonts. Additionally, wider columns call for larger body text sizes.

A text column generally contains about 50 characters per line, and should not exceed 65 characters. If the font size is too small, it will "cram" too many letters into each line, making the text difficult to read. Keep in mind that text that is hard to read may not be read at all.

The adjustment of word spacing is called Tracking. It is similar to kerning but refers to the adjustment of a selection of characters, words, and spaces. Its main  purpose is to make type fit a required space without altering the type size or line spacing. Tracking can be either negative, making the words closer together;or positive, making the words farther apart, An important use for tracking is to fix single words (or 2-3 short words) at the end of a paragraph (sometimes calledorphans or danglers). Although not always avoidable, the problem usually can be solved with some minor tracking. Of course, this should be done only after all editing is complete