Advanced Typography || Task 2A & 2B

Advanced Typography

1/5/2022  - /5/2022 

Jodiann Yeoh Chooi Kit 0352238

Advanced Typography || Task 2A & 2B

Instructions

Advanced Typography MIB

Lectures

Week 6 - Task 2A

Advanced Typography - Key Artwork & Collateral

Task 2A - Key Artwork

For Task 2A, we are tasked to create a key artwork which behaves like a logo based on the initials of our name. The logo should reflect my future occupation if I wasn't a designer. The key artwork will subsequently be used in task 2B for a final collateral.

Specification

-Should not contain an excessive amount of graphical elements, should mainly constitute of typographic elements

-Should be somewhat a monogram

-Not necessarily legible

1. Ideation & Sketches

Fig 1. Inspiration sourced from Pinterest

As we were supposed to choose an occupation aside from being a designer, I took this opportunity to potentially design a logo for my ideal future job which is a tattoo artist. I would specialise in Neo Japanese and Traditional Chinese style. I want my logo to reflect my specialty thus why I am heavily inspired by Chinese characters.

Fig 2. Sketches

For the first sketch, I used my initials "JDA". I wanted this design to resemble a Chinese character. The stroke/tail on the top is the only visual element in the design. The small letter "j" can be interpreted as me, and the big letter "J" as my mother as her name is Joanne and my name derived from hers. I wanted this design to be symmetrical as I find energy in things which are centred and balanced, it is also heavily inspired by my tattoo.

As for the second sketch, which is what I chose to develop on further, are the initials "JK". The circular element in the back of my initials makes it feel fuller. 

As for the third sketch, the initials "jk" were also used. I was just playing around with it and I wasn't satisfied with it.

When picking the design, I considered the aspect of animating it later on so I didn't want something too complex. This is one of the contributor to why I chose the second sketch. 

2. Digitisation 

Fig 2.1 Initial Key Artwork JPG

The digitised key artwork is slightly different from the sketch. The tail of the "J" isn't as extended as it was designed to be(the curve), this is because if it was extended more, it would protrude out too much from the circle, making it look awkward. Mr. Vinod gave some feedback(specified in feedback section) and it was made clear that the tail of the "J" made it too heavy on the left and that I should tweak the K to make it balanced. He also pointed out that it did not come off as a tattoo artists logo.

After much thought, I realised that I didn't want to stick to this design but instead to try the first sketch which I did as I feel that it reflected my ideals more despite it being more challenging to animate.

Fig 2.2 Final Key Artwork(B&W) JPG

Fig 2.3 Final Key Artwork(B&W) PDF

Fig 2.4 Final Key Artwork(Colour) JPG

Fig 2.5 Final Key Artwork(Colour) PDF

I stuck to the red colour because you know, I want to bring in the good "Feng shui". I honestly like this much better than the first attempt as it screams tattoo artist more whereas the other felt more like a sci-fi film logo. 

Task 2B - Collateral

1. Poster

Specification

-The dimensions of the poster should be A3 size(50X70cm)

-Include title, venue, website, date/s & time, key artwork, description(optional). Feel free to add more details into poster.

-Typographical elements are most important and of main attention.

Fig 3. Poster design exploration

For the font, I used the font "Sprat" as I feel it is one of the closest ones which matches the style and vibe of my design. I decided that my event would be a tattoo convention, an event where tattoo fanatics would attend to get inked by some of their favourite tattoo artists work. The event would be hosted by me, the owner of JDA Ink. 

To got into more of the poster design itself, the image depicts a Japanese Geisha which I digitally drew some time ago, this reflects my occupation as a tattoo artist and would attract the viewers attention. The logo is placed onto the bare back of the geisha, emphasising that it is a tattoo, this is further suggested through the unbothered and somewhat rebellious expression of the geisha. 

As for the colour of the background, I chose a soft colour such as beige as I did not want something too bold, distracting the gaze away from the message of the poster and the logo. I overall wanted an "oriental" feel, also reflective of my specialised style.

I tried different arrangements, positioning and sizings of the text as well as the image. I felt that the image took away too much from the typographical elements itself so I tried to blur the image out slightly. Generally felt that it was too messy and I still thought that there were too much visual aspects which was not ideal.

Fig 3.3 #Attempt 2 Poster design exploration

I tried again but this time without including the image and I'm way more satisfied with the way this one turned out. The first poster's text is beige so it is less in your face. The second posters text is pure white rather than beige so its bolder. The third poster is like the first, but instead the backgrounds colour and the texts colour is inverted. 

I like the third one best as its not straining to the eyes and I just resonate more towards it. 

Fig 4. Initial Final Poster JPG

Fig 4.1 Initial Final Poster PDF

After receiving week 9's feedback, specified in feedbacks section, I made some changes to my poster. Mr. Vinod pointed out that some parts look unequal(perhaps due to some being too far to the left making it feel unbalanced). So I used the rules as guides to ensure the sides are all equal as shown below. 

I agreed with the fact that my initial arrangement of text was not very well thought out as it left awkward empty spaces on the left and right of the borders of the poster. I first removed the visual elements(the stars) as I felt that it made the poster feel a little cluttered, I then arranged the text while keeping in mind of what I learnt for the first task, which is the use of modular system where my textual elements are being strategically placed in the composition.

Fig 4.2 Use of rulers as guides

Fig 4.3 Final Amended Poster JPG 

Fig 4.4 Final Amended Poster PDF 

2. Animated Invite

Specifications

-Animated invite must be either 800X800px or 1024X1024px

-Should be simple & interesting

Fig 5. Separation of layers

Mr. Vinod stated that he did not think the stars are suitable for my poster, which I agree, but I disagree in terms of suitability in the animated invite as I felt that it added a cute flair to the end to my invite. Furthermore, I felt that it was relevant to my key artwork as it complements the "sharp" elements of both my font of choice and ofcourse my logo.

Fig 5.1 Animating in After Effects

Fig 5.2 Final Animated Invite 

https://youtube.com/shorts/TLDiW3obbnI?feature=share

3. Collateral

Product : Tote bag's of two different designs, so it provides options to attendees.

Fig 6. Collateral 1 - Tote bag JPG

Collateral 1's design is the print of the poster itself. Attendees are able to purchase the bags at a pop up shop located at the entrance of the building. 

Fig 6.1 Collateral 2 - Tote bag JPG

Collateral 2 is a different design where my logo is of main focus. This design takes on a minimalistic approach, where the negative space allows viewers to take in the details of the logo itself.

 Fig 6.2 Collaterals PDF

Fig 6.3 Flat view of Task 2A & 2B

Fig 7. Final Task 2A & 2B PDF

Reflection

Experience - At the beginning, I felt rather overwhelmed considering how much time and work had to go into doing each task. But as I continued working on the tasks, it became more smooth.

Observation - I found that maintaining balance is key to a good composition. Adding too much or too little would ultimately ruin it.

Findings - I found it particularly hard to do the animation as animating is not my strong suit. However, as I practiced and explored more with the different tools/ effects, I acquired so much more knowledge and feel more confident in my animating abilities.

Feedback

Week 7

General Feedback - Good job, excellent work.

Specific Feedback - Might be too many lines(he thinks). Less is more. It's heavier on the left making it feel off balance, so try to centralise it more.

Week 8

-Independent Learning Week

Week 9 

General Feedback - Good choice of font as it matches the style of my key artwork. Also, my key artwork is good.

Specific Feedback - Poster needs some work in terms of the details eg. the bordering text should be equal on all sides as the current poster has too much empty space on the left and right, making it off balanced. Also, the visual element(the stars) should match up more with the logos style/ be removed(less is more).

Further Reading

In my design, I applied knowledge which I have obtained from semester 1's Design Principles module. It is clearly useful as it helped a great deal when considering whether the design was appropriate in the scope of the fundamentals of design. The design of my monogram/ logo incorporates various principles of design and theories. Let's take a look into some of which I have used.

Fig 7.1 Breaking Down the Principles of Design by Cameron Chapman

Breaking Down the Principles of Design by Cameron Chapman

Reference - https://www.toptal.com/designers/gui/principles-of-design-infographic

Principles used and how its applied into my work

Balance 

The extended tail of the letter "J", centralises the piece making it feel balanced. If it did not extend in that manner, it would look as though it is not a cohesive piece. 

Proportion

Proportion was applied into my current design through the use of slightly contrasting sizes of the lettering. If the logo were to be aligned from all sides, it would look rather boring and flat. So I made sure that theres some curvatures/ contrasts in sizing to make the piece more interesting.

Hierarchy 

The manner in which the lettering was arranged was intended to convey hierarchy. Naturally, the human gaze would look at the design from top to bottom, making it known that it reads "J" then "D", and finally "A".

Furthermore, the logo on the poster is tactfully placed on the middle to emphasise that the logo itself was of main focus. The colour of the logo also contributed to its intention of being the main element through the boldness of the red, in contrast with the dulled colours of the background.